Match the experience to the customer

Joanna Fanuele and Dylan Brownsword

Explains that to stay relevant and meaningful in today’s fast, often fickle and competitive consumer environment, instead of asking what should brands do, they need to ask why.

Customer experience marketing

This article is part of a series of articles on customer experience marketing. Read more.

In our ceaseless rush to latch on to the latest advance that will transform our understanding of the relationships between brand and consumer, we sometimes forget the obvious.

While technology enables us to explore fresh avenues, it also blinds us to the most basic question. After all, what makes us human has stayed the same – it is just that we now possess tools to express ourselves in alternative ways.

To stay relevant and meaningful in today's hyperfast,...

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