Brand experience beats the virtual alternative

With regard to your VoxPop question this week (see opposite), there is nothing new in brand experiences.

The news is the realisation that, while it has brought multi-dimensional brand expression tantalisingly close, “virtual” isn’t the answer and this is what is driving the dash to the bandwagon.

But “near-virtual” has changed the rules: the branded experience that isn’t rich, layered and connected will be just another exhibition. People may visit once, but not a second time.

Tim Barson

Head of strategy

The Identica Partnership

Tim.b@identica.com