Don’t give customers what they want

Vizeum Global
Mar 17, 2020 · 7 min read

Jean-Guillaume Paumier, Global Digital Partner, Vizeum

In a world of immediate, endless, curated choices and interruptions where digital marketing promises to deliver ultra-personalisation, what can the growing importance of surprise mean to build brand value?

The answer isn’t to give consumers what they want. Instead, be bold, surprise them and reward their curiosity…