Which Experiences Build Brands?
April 2, 20243 min
In some companies, brand-building is the sole responsibility of the marketing team. The brand is seen as a consequence of advertising. However, this mode of thinking gets in the way. Every experience someone has in relation to a brand influences how they think or feel about it. The mind doesn’t discriminate between experiences curated by the marketing team and all other brand encounters. Customer experiences, for example, can be especially influential. They should all be...
