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Engaging customers needs to go much further than advertising. People want an experience – to touch, feel and interact with a product

The science of branding has always revolved around telling stories to sell a service or product. Today, however, the experience around these stories, to draw customers even closer, is becoming more important, whether online, on the high street or at a brand event.

As more and more businesses look for new ways to entice customers, here are some thoughts about what makes these experiences work.

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