- Why helping your customers feel clever is good for your brand – read the cover feature here
- Find out how Auchentoshan whisky reflects its provenance and heritage in its marketing activity
- CitizenM is a hotel brand about to open in London, find out how they’re trying to build a brand for the switched on traveller
However, marketers need to think carefully about how they execute that connection. Brands watching both the trends for an increasing interest in culture and the dominance of the digital space, should be tapping into the desire for knowledge and experience by offering multiple channels and supporting live experiences with digital and other routes. Marketers should also be thinking about how they can use new technologies to enable audiences to move beyond passive watching or listening to arts content towards a more immersive experience where they contribute to its creation.