Building brands: How can I help you?

Molly Aaker

This essay argues that to succeed in the digital age brands must genuinely care about their customers and offer a unique, quality experience.

Building brands: How can I help you?

Molly AakerFreelance

Approximately two to three times a week, I purchase my morning coffee at a charming French café that's slightly out of the way on my morning commute. I allow myself this small luxury, despite owning all the necessary requirements for home-brewing. The moment I step into this café, I am magically transported from the realities of fast-paced New York City to every American's romantic notion of Paris. Furthering this illusion, I am surrounded by elegant French expats energetically catching up after dropping their children off at the Lycée Francais, ordering...

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