An era of rapid technology development lies ahead
We will see more and more brands starting to creatively use the virtual world to generate real emotions that stay with us for a long time. Because emotions are the foundation of brand experience - as the name suggests, its all about creating experiences that will now be much more accessible to audiences - both in the real world and online. Whats most exciting about all this is that the two worlds will intersect greatly. The cross between the real and virtual world will become more and more intertwined, the boundary will become heavily blurred.
Generation Z is betting on the virtual world
As research shows, the younger generation is very involved in creating and experiencing the virtual world. They often admit that it is more important to them how they present themselves online than in real life. Given this fact, brands should start thinking seriously about brand experience and how to create their image in the intangible realm. And further, what kind of experiences and emotions to deliver to target groups to enhance this virtual image and be more visible online.
Blockchain, or between worlds
The rise of blockchain technology is ahead of us. With great steps, we are entering the world of Web 3.0. This world already exists and works quite efficiently, but its golden era is just beginning. It is worth taking a closer look at this concept, in which we will "travel" with our virtual avatar between different Metaverse platforms. Thanks to the blockchain, we will come into possession of various virtual assets, objects that exist only virtually, which we will be able to transfer between Metaverse platforms. This will be our second "reality." We will create online identities and demand this from the environment as well, including brands.
Brand experience and Web 3.0 - it's already happening!
Some brands already exist in the Metaverse. An example is Nike, which with the RTFKT studio has created virtual shoes. For people already using the platforms, all kinds of virtual goods are important - from clothes and shoes precisely to all kinds of gadgets that they can own and brag about. We, meaning the creative industry, will use these tools, too. Creating virtual services and products, dropping NFT tokens in conjunction with the activation of a particular brand... This is already happening - on a small scale for now, but will soon become a natural part of many creative processes - its just a matter of time. Thanks to the development of Web 3.0 and blockchain technology, we will have in our hands a real confirmation of ownership of goods - only virtual.
New technologies = new tools for the creative
An example? GPT chat, which is making a blockbuster entry into our reality and causing a big stir in the creative industry. Artificial intelligence already allows us to generate creative texts and slogans, write essays, and build full conversations - virtually indistinguishable from a conversation with a real person. Artificial intelligence can also be used to create unique experiences. We just need to figure out how. Its a task for us - creatives and brands - how to use AI to make it interesting, engaging, and exciting.
Brand experience is a reality that will become much more frequent and intertwined with the virtual world in the coming years.
Interesting times are coming. An interesting moment is ahead of us. I think we will all be surprised by the new form of brand experience. The task for the creative industry is obvious, but it certainly requires us to explore the secrets of new technologies and use their possibilities in creating unique experiences.
Check out how brand experience relates to creative communications.
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