Brands in the digital age: The perpetual experience engine
Omaid HiwaiziGeometry Global
Brands built through product experience and social culture created around the brand will succeed and be more sustainable than brands built on advertising and communications, as the likes of Google, Red Bull and Jawbone have shown.
Too often these days, our industry sees brands as the sole product of advertising and communications. This is understandable as communications are the core of what we do (and the service we sell).
But we have to remind ourselves that the most successful brands are built around a purpose. The top...