The Ways Customers Use Products Have Changed — but Brands Haven’t Kept Up

Here’s a truth: many in the marketing industry today don’t really understand brands. They may think that “brand” and “customer experience” are different. But that kind of brand is a layer of communications.

Read more: https://hbr.org/2018/05/the-ways-customers-use-products-have-changed-but-brands-havent-kept-up

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