Brand experience in 2023: Trends marketers need to know

Brand experience, not price and product, will increasingly become brand owners’ main competitive battleground in the mid to longer term.

Human behaviour has shifted dramatically in the past few years – first powered by the roll-out of technology as part of the journey towards digitisation and connectivity, then accelerated by COVID-19. How consumers connect with brands changed and continues to do so, which is why brand owners’ approach to brand experience, which is regarded by many as increasingly important, must now change, too.

Often misunderstood as an activation or a service, brand experience is what builds relationships between a brand and its customers.

In a literal sense, it is what the customer experiences at every point of interaction with a...

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