In a recent interview with Transform magazine, Paul Silcox, Executive Creative Director, Brand Experience at FutureBrand London, sheds a light on how we are putting experience at the very heart of what we do.

Unlike temporary experiences which activate a specific campaign or product, brand-led experiences are the fabric of what defines a brand’s reputation and relationship with their audiences over time. They are a pivotal way of making brands tangible and generating sustained success.

At the heart of our approach is a deep understanding of consumer behaviour, which allows us to craft interactions that resonate on an emotional level. Paul shares how this strategy is evident in our work with Air India, where our team seamlessly integrated the brand’s heritage with unique hospitality rituals, creating memorable experiences that foster loyalty and trust.

“Working from the core of the brand gives a substantial long-term foundation as to how the brand is experienced in ways which shorter term activations might not.”

Read the full interview for more insights from Paul on how we’re shaping the future of branding.

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