Post by Melissa Bernasconi

Maybe it’s just me… but every time I watch the FIFA World Cup, I’m reminded of one thing: Millions of people, across different countries, cultures and languages, are all emotionally invested in the same experience. That level of engagement doesn’t happen by accident. Sport understands something many brands still struggle with: people don’t build relationships with campaigns, they build relationships with moments. Moments that feel personal, memorable and worth talking about. The best brands during the World Cup don’t just advertise. They become part of the experience. So it raises an interesting question: What if we designed customer journeys with the same mindset? Instead of asking “How do we send the next email?”, ask: - How do we create anticipation? - How do we make every interaction feel relevant? - How do we give customers a reason to come back? - How do we create experiences people actually remember? As customer expectations continue to rise, orchestrating connected, meaningful journeys is becoming a competitive advantage not just a marketing exercise. If you’re thinking about how to move beyond disconnected campaigns and create experiences customers genuinely value, this guide is a great start: https://lnkd.in/emVi2HU2 I’d be interested to hear your perspective what’s the best example of a brand creating an experience that made you feel like a fan, not just a customer? 🏆