The brand-customer relationship no longer purely focuses on the product or service but also on the experience — or perceived experiential element — that the brand or product can give. And I firmly believe that the focus of en masse social events and networking (both real and virtual) will now start to shift back to being about the individual. In response, brands will need to find ways to holistically design new experiences to truly immerse us in the brand and nurture the relationship — on a more meaningful and one-to-one level.