EXPERIENCE MAKERS: WHICH ROLE FOR THE AGENCY IN THE BRAND-CONSUMER RELATIONSHIP?

It may seem obvious but Agencies have a hard job to do, today more than ever. It requires the ability to innovate and fill in the gaps that arise in the complex BRAND-CONSUMER relationship.

We live in a world where there is no balance between humanity and resources; this means that important gaps exist between Brand and Consumers:

• GAPS between supply and demand: Brands continuously inject product products on the market, but it would take us; more than 800 years to try them all
• Storytelling GAPS: we tell stories on the Web, but we should live more than 1600 years to browse through all possible websites
• Capability GAPS: more than 211 million pieces of content per minute are generated on line, but our concentration capability does not exceed 7 seconds…

In our next posts we will sketch the STEPS of a journey designed to understand how agencies can restore the Brand-Consumer relationship. And we will see why we speak about Experience Maker.

A journey across the developments which have led to the adoption of the EXPERIENCE MAP as a model to ‘use’ the world of interactions, a new grammar for creativity, marketing and communication.