Creative commerce builds brand reputation – so why is it often an afterthought?

Jon Wilkins

Too many brands see a great experience in commerce as a ‘nice to have’ when it should be an essential with as much strategic, creative, and budgetary investment as the main advertising campaign.

Picture a typical scene. A big-name brand invests millions in a shiny TVC campaign. The idea is captivatingly original, and the production is spotless. Somehow, they’ve nabbed a recent Oscar-winner to star in it. The product itself actually appeals to its target audience. The ad works as it should and the consumer searches for the brand’s products, on the cusp of making a purchase. When they reach the website, the glitz and glamour (or simplicity and functionality) is nowhere to be found. It’s like if the consumer was expecting a first-class flight via a private lounge and instead, they found...

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