Winning in the era of brand experience

This article is part of a series of articles on winning in the era of brand experience. Read more.

Introduction

Have you noticed a change in the discourse around brands?

For many years we have been talking about the brand story and bringing this to life. More recently the emphasis has been on customer experience (CX). This is not to say that “the story” is unimportant, but the focus is changing.

Chief marketing officers are becoming chief customer experience officers. These roles have a broader remit than simply communications. They might involve data scientists and CRM teams reporting into the chief customer experience officer as well as brand management.

CX has been a hot topic for the last few years. Is it time to embrace brand experience (BX), ensuring every brand encounter is building a distinctive and positive narrative for the brand?