ADFEST 2024

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Brand Experiences & Expectations:
The automagical era of scannable brands

Abel Sim

Is your brand scannable? All brands aspire to fully leverage the power of digitally powered brand experiences to deliver compelling and memorable content. One of the most urgent business objectives of a brand ecosystem is to create more occasions for interacting with us, and as a result, to build true relationships with our audiences. As privacy becomes a paramount concern, the challenge in increasing relevance and highlighting differentiation in our interactions with consumers has never been more complex. Personalized and contextually relevant immersive experiences are key drivers of engagement and simultaneously, opportunities to do so are harder and harder to find.

Scannable brands are designed to become a digital bridge into a brand-led world without the user giving up PII or downloading anything. With an elevated progressive data strategy, we can now help consumers elevate their expectations of the brand BEFORE we ask them for purchase, loyalty and advocacy.

Hashtag:

QR, Digital, Brand Experience, Connected Ecosystems, Content, Privacy, Data Strategy

Abel Sim

Executive Director, Experience

Landor

Tokyo

Over the last 2 decades, Abel has had the privilege of working and leading strategy teams in NY, Singapore and now in Tokyo enjoying a rewarding career partnering clients to create award winning work. Blessed to have worked with iconic brands like Netflix, Fanta, Porsche and many more, he has had a front row seat in influencing how brand can lead business transformation. Before joining L&F, he was most recently with Accenture Song focusing on Brand Experience Strategy for global clients looking to engage using brand-led and tangible experiences that are humanly relevant at their core. When he is not figuring out how experiences can drive brand behavior moving forward he is a self-professed sneakerhead obsessed with rescue dogs.

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