The Difference Between Brand Strategy and Brand Experience Strategy
Modern marketers have come to accept the assertion that these days the experience is the brand. But what does that mean for the practice of brand strategy? The traditional methods and processes for defining brand architecture do not provide the kinds of tools that executives need to design brand experience moments. The time has come for brand experience strategy.
At this year’s Hub Live event, Cibo CXO Alder Yarrow shares our thinking and methodologies for bridging the gap between brand experience theory and practice when it comes to launching or rethinking brands in today’s marketplace.