IAA | Multi Sensory Experience Through Zugzwang's Strategy
Digital multi-sensory consumer experience – a Zugzwang strategy of the future
Oana Diana Crăciun, IAA Young Professionals Member, Romania

Digital multi-sensory consumer experience – a Zugzwang strategy of the future

Almost our entire understanding of the world is experienced through our senses

Martin Lindstrom

If in the game of chess, zugzwang means “compulsion to move”, a move in which the other player is doomed to failure, in the game of marketing, an experience is the ultimate tool in moving towards the goal of being not only in a consumer’s mind, but also in his heart, conquering him completely.

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