Why Brands Need Agencies That Are Strategic Partners, Not Service Providers
This month, we explore how the right agency relationship can become a driving force behind a brand’s success, the critical role empathy plays in brand experiences, and we revisit how to balance AI and the human touch in your personalization strategies.
Let's jump in. ??
Creating Emotional Resonance in Your Brand Experiences
By Salient Staff
What matters: Consumers are more discerning than ever, and their choices are deeply shaped by emotions such as trust, belonging, and identity.
A brand that overlooks these feelings risks becoming obsolete or, even worse, detached from its audiences.
These days, consumers are inundated with countless messages. Brands that truly break through are those that forge a powerful emotional connection with their audiences.
At the heart of this connection is empathy—the skill of understanding and sharing your audiences’ feelings. As consumer expectations shift , the brands that dominate will be those that speak directly to their audiences’ emotions and values with authenticity and insight.
Why Brands Need Agencies That Are Strategic Partners, Not Service Providers
By Daniel Welch
What matters: Brands now require partners who not only have the right expertise but also understand the broader business context in which they operate.
Agencies that can provide strategic insights on how to navigate complex market dynamics are becoming increasingly invaluable to their clients.
The marketing landscape has changed dramatically in recent years. As consumer demands have become more complex and competition fiercer, brands are facing challenges that extend well beyond traditional marketing needs.
For agencies, this presents an opportunity to evolve from service providers, focused on execution, to strategic partners who offer holistic solutions to business problems.
Humanizing Personalization in an AI-Driven Era
By Guy Cierzan
What matters: Brands that blend AI’s capabilities with human insight will not only stand out but also create experiences that truly resonate with their customers.
AI provides incredible tools for enhancing personalization, but it should not fully replace the human touch.
As artificial intelligence (AI) continues to infiltrate the mechanics of personalization, there’s an emerging paradox that brands must navigate: While AI promises unmatched efficiency and precision, the essence of true personalization—the ability to connect with individuals on a meaningful level—still demands a human touch.
In the race to adopt AI, brands must balance AI-driven insights with human creativity, empathy, and intuition to stand out in a crowded market.
Thank you for reading. If you enjoyed this month's edition of fltrd , be sure to subscribe , forward, share, and like, or leave us a comment below. To learn more about Salient, check out www.salientglobal.com or get in touch .
About Salient
Salient is an agile, modern marketing and communications agency built for changing client demands and complexity. We unify?brand, employee and customer experiences to unlock potential?and drive growth. As an experience agency, we?cultivate meaningful relationships?built on trust, valuable insights, and transparent conversations so you can grow in the direction that makes sense for your brand, employees, and customers.