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, often fickle and competitive consumer environment, instead of asking what should brands do, sometimes we need to ask why. Why do one thing, not another? Why do consumers want a certain product? Why be different? Why does this approach fit with a brand's core values? In effect why do what we're doing?