As the poet John Keats famously wrote, “Nothing ever becomes real till it is experienced.”
For his Brandweek breakout presentation Frank Sarrazit, principal consultant of brand experience at Qualtrics, changed this expression to “No brand ever becomes real till it is experienced.” Sarrazit used his session to highlight the importance of getting consumers to buy into the experience of your brand—not just the product. He took the audience through ways marketers can inject meaning into their marketing with things like brand tracking, predictive modeling and dynamic dashboards.
