Point of view: 3D experiences

Gareth Kay

This article argues that brands need to make more of an effort to provide experiences in more than one dimension.

Point of view: 3D experiences

Gareth KayChapter SF

Twenty-one years ago, the iconoclastic ad agency Howell Henry Chaldecott Lury produced a wonderfully provocative, and ahead of its time, pamphlet called Marketing At A Point of Change. I remember getting hold of a copy when it came out and it had a huge impact on how I thought about brands and marketing. It's a remarkably prescient read, arguing that in a more marketing literate world, brands need to become providers of experience rather than pronouncement. It's arguably more timely now than it was on its publication.

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