How can brands respond to consumer needs at these two extremes – offering both the remedy to time-starved lives in the form of bite-sized experiences, while also attempting to invent the antidote with engaging, fully immersive experiences? This is the challenge many brands must face or risk becoming irrelevant.
In her article “Balancing Bite-Size with Fully Immersive: The New Brand Challenge,” Executive Strategy Director Anthea Kelsick discusses how brands can leverage consumers’ desire to enrich their social and cultural banks by tapping into micro-moments or creating experiences so captivating that it captures their attention and holds it.
Recently published in both The Huffington Post and AW 360, Anthea’s article provides insight and advice for brands willing to shatter the mould of the traditional brand building approach and begin working in a much more targeted and strategically way. Why? To give consumers what they want the most – a chance to be part of the cultural conversation and accumulate a wealth of social currency.