Product Experience Channel: A New Space for the Relationship Between People and Brands
- Lioba Galliet
- 2 days ago
- 2 min read
When brands must rethink how closeness is created
Brands today are expected to be everything at once: visible, relevant, transparent, personal. But the traditional channels are under pressure - reach is declining, platforms are fragmenting, trust is eroding.
In the middle of this shift, a concept is gaining momentum, one that looks unassuming at first glance: the Digital Product Passport (DPP).
What sounds like a technical compliance requirement is becoming a surprisingly powerful answer to one of the most urgent questions in brand management:How do you build relationships in an age where advertising barely breaks through — but products remain present in people’s daily lives?
This perspective runs through the whitepaper “Let’s tap: Let your products talk!”, published jointly by Narravero and the VKE-Kosmetikverband (VKE Cosmetics Association). And it is precisely this thinking that Markenartikel-Magazin picks up in its current feature.
Digital Product Passport: From mandatory format to Product Experience Channel
The whitepaper articulated it clearly for the first time:the Digital Product Passport is a Product Experience Channel.
That means products become interactive interfaces, information becomes experience, and brands gain a channel that truly belongs to them.
Instead of scattered pieces of information, DPP creates a coherent layer of product communication — directly at the object. One scan, one tap and the product speaks: about origin, quality, application, service, refill, recycling.
In the cosmetics world, this shift is especially visible: Products used close to the body require trust. And trust grows where information is transparent, accessible, and relevant.
Markenartikel picks it up: When products learn to speak
In her interview with Vanessa Göbel , Dagmar explains how the Digital Product Passport enables brands not just to speak about products but through them.
The conversation makes one thing unmistakably clear: the DPP opens a new space between brand and human where information becomes experience and transparency becomes an expression of brand values.
‘Let your products talk’ means: the product itself becomes the communication channel.
Dagmar Zoder, CRO Narravero
This shifts brand communication to the place where relevance actually emerges: the moment of use.
The interview explores
why transparency becomes a brand promise,
how interaction at the product builds trust,
how compliance, service, and brand management merge into one format,
and why brands that start early gain a true competitive edge.
What emerges is a new narrative: The Digital Product Passport is less data administration and more relationship technology.
And its impact shows immediately:
sustainability data becomes a service experience,
origin information becomes a moment of trust,
product details become brand connection.
For consumers, this means:
Less searching. More knowing. Better decisions.
For brands, it means:
Less waste. More closeness. Relevance at exactly the right moment.
A signal to the industry
That Markenartikel-Magazin highlights this topic shows two things:
The Digital Product Passport has arrived in brand strategy.
It’s no longer just about regulation, it’s about communication.
And that is the very space where brands will grow in the years ahead.
