Forrester recognises that most brand experiences are inseparable from technology. Of greatest interest to the marketer is not the technology itself but how it shows up for the customer. For example, Caterpillar exhibited colossal autonomous mining trucks operating in the most inhospitable climates.
But customers don't buy technology. They don't even buy products. They buy into the promise of a brand and measure its delivery through outcomes. And these outcomes are driven by the technology in these behemoth Caterpillar trucks – monitoring people and equipment to improve safety and operational efficacy.
General Motors' vehicles may be smaller than Caterpillar's, but technology plays an equally significant role. And embracing this role at the auto manufacturer is a "lead designer for choreographed experiences" responsible for putting technology in service of the experience. The upshot: The implementation of technology must be thoughtful, deliberate and designed to enhance brand experiences.
Customers don't buy technology. They don't even buy products. They buy into the promise of a brand and measure its delivery through outcomes.