This article argues that the most successful businesses are built on brands with a purpose, and takes lessons from Innocent, the smoothies brand, Jawbone, the human centred technology company, Google, the technology company, and Red Bull, the soft drinks manufacturer, to illustrate the importance of experience in brand building.
Brands in the digital age: The perpetual experience engine
Omaid HiwaiziGeometry Global
Brands built through product experience and social culture created around the brand will succeed and be more sustainable than brands built on advertising and communications,...
