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Experience economy: Brands on the ‘rocket fuel’ boosting their performance
The increased importance of experience in driving brand equity has emerged as one of the big takeaways from this year’s Kantar BrandZ analysis of the world’s most valuable companies.
At a time when many consumers are increasingly happy to make a purchase with as little interaction as possible, creating an experience and establishing a relationship has become a major challenge for many brands. How are you supposed to show the best of yourself within such a narrow space? How can experience be presented in such a fleeting moment?
