Screenshot of the Forbes Communications Council Expert Panel article titled “19 Strategies For Guiding Customers Through Nonlinear Journeys,” published in Forbes on December 9, 2025.
The image shows the Forbes logo, article headline, December 9, 2025 publication date and Communications Council section header, featuring insights from multiple Forbes Communications Council members and experts including Board Director and Global Marketer Toby G. Wong.
Screenshot of the Expert Advice of Board Director and Global Marketer Toby G. Wong in the Forbes Communications Council Expert Panel article titled “19 Strategies For Guiding Customers Through Nonlinear Journeys,” published in Forbes on December 9, 2025.
Toby’s comment is #15 titled “Shifting To A Continuous, Accessible Creative Operating System” and reads:
“We stopped treating communications as campaigns and built a strategic operating system that continuously builds brand equity and measurable performance. Each creative brief is a testable hypothesis co created with teams, consumers and creators. Accessibility is now standard for creative, including captioning, audio description and alt text for consumers with and without disabilities while improving Generative Engine Optimization (GEO).”
Toby is the Principal of Toby Wong Consulting based in the United States.
Forbes: How Brands Must Rethink Consumer Experience.
Consumer journeys are no longer clean or linear. In a @forbes.com Communications Council Expert Panel, I shared a perspective on how brands must think differently. Full article in comments.
#ConsumerExperience #MessyMiddle #BrandEquity #Forbes