In order to attract and hold customer attention in an increasingly fragmented digital world, brand experiences and customer journeys need to be compelling and memorable, as much as they need to be quick and easy.

I've recently seen an excellent video execution of a PR event for Emirates. The brilliant tongue in cheek creative idea springs an unexpected surprise in which challenges are pre-conceived stereotypes to create a powerful brand message.

Have you ever been in a meeting when there is that magic moment when a consumer insight nugget is shared that seems to unlock great potential and subsequently the company goes on to successfully exploit it. But where did that nugget come from?

It's time for brands to get serious about their obligation to responsibly manage customer data if they want to offer a personalised experience to customers. Brands are increasingly built on customer data as they use the data they hold on customer interactions to develop innovations and personalise brand experiences. It's becoming unnervingly personal, in a connected world almost all customer data can be classified as personal data, anonymity is increasingly illusive. Marketers face risks and opportunities with customer data as they balance control, privacy and security with innovation. At what point does it become creepy when computers and the environment around us can recognise who we are and our behaviour?