Seventy-five years ago this month, C. S. Lewis published The Lion, the Witch and the Wardrobe, a story that begins with a child stepping through a wardrobe into another world that feels impossibly real. It’s a simple image, but a powerful one: the familiar turned extraordinary, the moment when imagination becomes experience.
Just as Lewis’s readers once longed to step through the page into Narnia, today’s audiences want to move beyond the screen into experiences they can truly feel with all their senses that offer emotional connection as well as transactional and efficient technology.
Brand spaces are responding, becoming portals of emotion and identity powered by technology that senses, learns and adapts, bridging the gap between digital and physical life.
The Rise of the Ritual Economy
At a brand level, when building an experience, what marketers should be asking themselves is "what’s missing emotionally"? Because sameness has crept in everywhere. People aren’t swayed by what brands claim; they’re moved by what brands help them feel.
"Emotion always leads and technology follows"
