While most of us aspire for our brand’s communications to be “integrated”, the vast majority of marketers still push out scattershot executions. Executions that are focused on creating emotional preference with little understanding of how they fit into a consumer’s experiential relationship with the brand. We end up launching Dead Ends, where “integrated” brand narratives are betrayed by antiquated, fragmented and generic user journeys to purchase and beyond.
But the modern, interconnected world finally offers the opportunity for something greater than that, on the scale and price that we need. Now we all just have to get over our institutional limitations and established routines to realize the possibilities.
This session explores case studies that showcase tactics for brands to eliminate the dead ends in their ecosystems, and realize the relationships, conversion and consumer value that comes with that.