Trends Report

Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience

Infuse Your Brand's Essence Into Every Interaction

May 1st, 2019
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Ted Schadler, VP, Principal Analyst
Ted Schadler VP, Principal Analyst
With contributors:
Keith Johnston , Allen Bonde , Olivia Morley , Kara Hartig

Summary

"When everyone is super, no one will be." Little did The Incredibles villain Syndrome know that he was predicting the challenge of experience creation. Sure, your coffee app and online retail store work great. But aren't they all the same? In the digital realm, where place is universal and fulfillment of customers' every need is within reach, what will differentiate your brand? We've spoken to dozens of CMOs and corporate and agency executives to find out. Our answer is to move creativity to the fore and put emotion into the code.

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