“I thought the attractions of being an astronaut were actually, not so much the moon, but flying in a completely new medium” - Armstrong told his biographer.
It's always been about the experience in a new medium! And today you don't need to be an astronaut to fly into a new medium. New media technologies are available at the consumer's fingertips. The real question for brands today is how to effectively leverage these consumer technologies in order to take brand experiences to the next level. But before that, it is important to understand the key differences in old and new media:
