Let Your Product Do The Talking

As the effectiveness of traditional communications vehicles continues to decline, marketers must think differently about brand building. Forrester has identified that consumers are tuning out marketing messages, but they are actually engaging more with the products they buy. This means that brands must be built on the experiences they deliver, not merely the messages they advertise. Forrester believes that a central component to building brands in the digital era is to develop a product experience platform. This strategy brings the product experience closer to consumers, makes it easier for consumers to interact with brands, and adds more value and relevance to the product and advertising.