For years, digital marketing lived outside the product: campaigns, microsites, launch pages, and interactive worlds built around the thing being sold.
That center of gravity has moved.
Nick Mountford, Co-Founder and CEO of Active Theory, draws on work with Spotify, TripAdvisor, Anduril and more to explore why the strongest brand experiences now behave like product: personal, scalable, and built into the way people already use technology.