With the proliferation of social media and the internet, enterprises need to think differently in the in way the they remain current and relevant today. Marketing leaders are equally challenged to keep their brands current and relevant. They too are reworking strategies and introducing new approaches Clube to drive the consumer experience in new and innovative ways.

According to sources, consumers are not buying products, they are buying meaningful experiences. Speaking at the World Business Forum in Sydney this week, Chief Design Officer of Pepsi, Mauro Porcini suggests, changing markets meant brands with histories as long and detailed as Pepsi, need to provide customers with meaningful “journeys” to remain relevant.

Consumers are not interested in individual products anymore, rather than experiences surrounding the products. And it’s not about repackaging the product instead it could be about designing new ways to bring the product to the consumer – to leave that meaningful experience.

It’s a new focus and Marketing leaders are already thinking of new ways to build currency, in order to keep their brands relevant and meaningful. This new approach is based on a deep understanding of what the brand stands for and using this as the foundation to celebrate the excitement of and now, and to deliver the meaningful experience.

Looking to the Smartphones future, Porcini believes with the way brands design their customer experience using new age technologies ie. wearables or Internet of Things (IoT) will dominate innovation in years to come.

Meaningful brands and understanding what they stand for is going to be an important attribute embedded in any organisation.