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To Influence Consumers, Create Digital Experiences

Posted on May 16, 2008

Your product itself is the best expression of your brand. Consider the familiar idea that physical encounters with a brand are where the brand message is conveyed: by the satisfying click of precision-engineered doors closing; the distinctive feel of the finish on a ThinkPad; the coffee aroma that greets you when you enter Starbucks (once the sandwiches have been eliminated).What if your product is physically indistinct (like a lot of consumer packaged goods), physically repulsive (like your first puff of a cigarette), or if you need a more economical alternative to giving consumers first-hand...

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