Brand experience is the new differentiator

This event report describes the methods through which brands can adjust to the digital age, namely following Adobe, the software company's advice, and becoming 'an experience business'.

Brand experience is the new differentiator

Lena RolandWarc

The average lifespan of an S&P 500 company is getting shorter - it's predicted to be less than 14 years by 2020 compared to 20 years in 1990. As such, brands need to be more agile and innovative than ever if they are to survive - and thrive - in the digital age. One way to ensure longevity, according to Vijayanta Gupta, head of product marketing, Adobe, is to become an experience businesses.

Speaking at Demystifying Innovation, an event held by Mirum, a digital agency, in central...

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