Marketing and media love to predict their own demise, but those reports are exaggerated, says Trevor Hardy, CEO of The Future Laboratory. If anything, there is a blurring of lines between specialties as more silos break down.
But the focus on technology has created a new fascination for marketers, who have neglected the emotional connections brands need to make, said Hardy. Now they are overreacting by embracing the “experience economy” and we are seeing an “experience glut to replace the product glut,” he said.
But experiences lose their currency if they don’t transform the consumer. That’s why as more brands embrace the transformation, they are also becoming interested in the realms of neuroscience and how to affect the consumer’s subconscious, he said.
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