Posts By: Alex Smith

3 brand experience trends for 2015

With behaviours to the fore and post-millennials demanding authenticity and relevance, experiential will be central to market strategy this year, says guest blogger Alex Smith, planning director at agency Sense. 

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There has been a shift in marketing recently. No longer can we work by identifying the latest hot platforms (Facebook, Twitter, viral videos, etc) and crafting creative to fit them – we’re now in an era where brands need to decide what they’re going to do, what behaviours are appropriate to their message, and then be confident that there will be an appropriate platform for amplifying that action. This has made brand experience central to marketing strategy – a behaviour is an action is a brand experience, and thus so much contemporary marketing has brand experience at its heart.

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