In a world full of commoditized products, creating an emotional connection that sets your brand apart from competitors is more important than ever before. But a marketer’s concept of exactly what a brand is can greatly shape how they approach this challenge.
Over the past 20 years, the marketing and advertising industry has shifted away from thinking about branding as a series of promises, messages, and visual assets pushed out to consumers. Today, there's an understanding that brands are inseparable from the dynamic experiences that are built around them; experiences with the power to engage customers in a two-way relationship. Many now consider the customer’s experience to be the new brand (perhaps the word “new” is a stretch, since the entertainment industry has understood this for decades).