The creative expression of a brand and the emotional reactions it evokes are becoming the most powerful tool to differentiate oneself. The key word is experience, writes Daniela Pokorná for Médiář.cz. Today's world is permeated with advertising and the customer is gradually becoming immune to its messages. Getting their attention is becoming more and more challenging for brands. If we want to stay ahead of the competition, we often must achieve conventional business and marketing goals in unconventional ways.
In this article, Daniela Pokorná, Team Lead & adidas PR & Account Manager VMLY&R, uses examples of activation campaigns for adidas to show how creativity and elements of experience marketing can be used to deliver an interesting and personal brand experience. She also explains how a global brand can be relevant to a local community.