Turning the inside out - how business brands are built in the digital age
Francesca BrosanOmobono
It's often said that brands only exist in the mind of the customer1, much to the frustration of brand owners who believe that their brands live and breathe of their own accord, and that consumers simply respond to that living, breathing brand with affection, purchase and loyalty. It is true that the only meaning that a brand has is the experience that the user/customer/consumer (call them what you will) has, every day. The experience is created in part by the physical...