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What is more important to a consumer: the cult of the brand or the product experience? At our recent PSFK CONFERENCE SAN FRANCISCO, Yves Béhar, founder of design agency fuseproject, discussed with PSFK’s Piers Fawkes, how the ability to interact with other consumers online has given the regular buyer increased insight into a company’s practices and knowledge of what they offer. He tells us how marketing has lost its effectiveness in this hyper-connected world, and the key to success in building a brand is product design and consumer experience.
Key points Yves emphasized were: