Winning in the era of brand experience

This article is part of a series of articles on winning in the era of brand experience. Read more.

The way that consumers communicate and interact with technology is fundamentally changing. It was only two decades ago a personal computer was an expensive piece of furniture; a decade ago, the concept of an app was born; five years ago virtual reality graduated from the realms of science fiction to enter consumer conscience. Machines are no longer contained to a single location, but instead occupy the space around us. Things have moved fast, and brands have had to keep apace of these new digital worlds or risk being left behind.

Immersive experiences, and what can be achieved through them, are being radically transformed by this new wave of technological freedom. But the rules for exploring virtual worlds have not yet been written or defined. Presently we have carte blanche to experiment, to establish the new normal as we go.