January 2026

Mohammad Anas Wahaj | 29 jan 2026

Customer relationships are essential for a brand's continued success and they can't just be build overnight. A lot of effort is needed to be put consistently and creatively over a period of time to build a space in customer's heart and mind in a highly competitive business environment. Martin Pierson, Chief Creative Officer of Tag, suggests ways to avail the right to a customer relationship through creatively designing meaningful and real attention, and providing seamless experiences. He says, 'Marketers spend a lot of time, effort and money on customer loyalty, connection, value and brand affinity. But the reality is, most people don't wake up wanting a relationship with a brand. They want seamless, friction-free experiences.' He emphasises effective use of creativity in every aspect of customer journey. He says, 'Creativity is the one consistent force that cuts through saturation and bridges the gap between a noisy industry and an overwhelmed audience...Creativity is the red thread that ties together strategy, data, technology and execution. It is the element that gives meaning to a message, story to a product, and humanity to an interaction...brands need to build creative processes that encourage risk, variation and experimentation...If people don't want relationships with brands but want brands that fit easily into their lives, creativity isn't an additional layer at the end of the process, but the mechanism that turns utility into experience, and experience into connection...it helps brands express themselves with tone, distinctive and emotional clarity which are the qualities that make a brand feel human rather than transactional.' Read on...

LBBOnline: Redefining Customer Journeys, Creativity and a Brand's Right to a Relationship
Author: Martin Pierson

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