Have we optimized for speed at the expense of something greater?

Marketers have spent the last decade removing friction from the customer journey, chasing faster and more seamless buying experiences. But in our race toward efficiency, we've created a new trap: journeys so quick they've become forgettable. The data tells a striking story. Over the past five years, average journey time has dropped by nearly 40%. In the same period, the number of highly differentiated brands has been cut in half. We've achieved speed, but we've sacrificed the very experiences that make brands memorable and distinctive. When every brand optimizes for the same metric, they all start to look the same.

Explore comprehensive insights from Wavemaker’s strategy team, and discover how leading brands are blazing new trails, and how you can apply these principles to your own journey strategy.