Connected and Complete: Modern Brand Planning White Paper

So… why now? The 4A’s CX Council was established to help agencies and clients successfully transition into the Experience Era. And although our understanding of the brand building power of CX has grown tremendously, “brand” and “experience” practices tend to operate independently in most cases. With recent research from BrandAsset Valuator demonstrating that CX represents […]

The 4A’s and Critical Mass release Gaming and the Future of Experience Design, a report on game design’s parallels to CX strategy

Every game has a goal. Every game has rules. And every game has a feedback system. Remind you of anything? Those three qualities are also common to customer experience. They explain why a live-streamed eSports event in 2019 drew more viewers than the Super Bowl. And they forecast why your organization’s next marketing hires may […]