Experiential marketing: The consistent brand experience

There are myriad touchpoints for consumers to engage with your brand. It is essential that these experiences deliver a consistent brand perception.

The consistent brand experience

Liz Bigham Jack Morton Worldwide, New York

There are myriad touchpoints for consumers to engage with your brand. it is essential that these experiences deliver a consistent brand perception.

Depending on whom one consults, this is either a profoundly exciting or a deeply terrifying time to be in marketing. The deeply terrified marketers look at the proliferation of new media channels and user-generated content and see a frightening loss of control.

'Oh no,' the thinking goes, 'now consumers can choose when and where they want to engage with my brand. They can choose to...

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