Proprietary Research by SapientNitro's Research + Insights Team
Story has long been a key tenet of brand marketing. But savvy brands have discovered that consumers no longer just want to be told a story; they want to participate in it.
Consequently, story must evolve into an immersive experience shared between consumer and brand. Fortunately, today’s technology provides myriad ways for brands to invite consumers into a shared story and to create a shared experience. But there is often a gap in how companies and their consumers assess the customer experience.