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Brand experiences have signiﬁcantly evolved, and it’s time for the ROI conversation to catch up. How we evaluate the success of a brand experience has shifted to include evaluating the Return on Innovation, more speciﬁcally, how innovative strategies deliver more impact, increase engagement, and inspire stronger connections. Brands want to dive deeper than traditional, post-event numbers allow, to better understand their audience and a brand experience’s long-term impact. Isn’t this always step one? Of course it is, because it’s an essential part of the process! Remember, committing to clear, measurable goals early in the process will guide your entire team, resulting in a more strategic program as well as a more painless evaluation process.