Column: How the music industry can set the tempo for brand experiences

SET Strategist Stefan Tauber writes in Marketing Dive about what we can learn from the music industry when designing brand experiences. 

"A journey is a trip from one place to another, often filled with limitless unpredictability and winding roads. Some days, a journey can be a mountainous adventure and others it's a well-worn morning commute. Similarly, there are infinite ways for consumers to travel in an omnichannel retail journey before they buy a product. Some might see a social post and visit a store afterward, or interact with a brand entirely online. Others may be absolutely oblivious about your brand until accidentally walking by a store.

If you're a retail brand, this can make adaptation seem impossible, but there's an unlikely model for success: the music industry."

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