In order to grow a brand needs to come alive. It needs a heart and a beat. Advertising campaigns alone will no longer suffice as building blocks for a brand. Brand promises made in such campaigns are not valued like they used to be. Nowadays, the way in which brands behave and how the consumer experiences them is more important. Brand promises are kept through relevant content and conversations with (potential) clients. This generates memorable and positive brand experiences during the customer journey. Target audiences are always open to brands and branded content, as long as it’s offered within the right context.
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