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Brand experiences go through hype cycles like any other marketing strategy.
There was the era of the flagship store, when the likes of Nike, Apple and Topshop blazed a trail of destinations that heightened the shopping experience. Then the pop-up merged brand and retail to provide entertaining, blink-and-you’ll-miss-it occasions to wow customers. Now, we have the metaverse, with all the freedom and creativity of figuring out how to show up in the virtual world.
All these brand experiences still have their roles to play and are continuing to evolve to meet new consumer needs.
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