Consumers crave immersive brand experiences instead, and brands that provide these experiences earn lasting love and loyalty from their audiences. It’s about establishing two-way emotional connections that tie the brand to the lifestyle of its audience.
For most of the last century, advertising compelled people to pay attention to what brands have to say. Television, radio stations, and newspapers left them with no choice but to consume the communicated message. In was a time when it was easy to capture attention and consumers were powerless to the will of big business.