In an age of MP3s and big data, the physical product is taking on greater meaning. The ability for a brand to put something into the shoppers' hands brings with it the opportunity to convey values and substance.
It also allows the shopper to physically interact with the brand both in the store and out in the wider world.
Originally presented by Colin Gentry, Innovation Researcher for GDR Creative intelligence at the POPAI Summer Seminar 2015.
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