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The term 'customer experience' is tripping offthe tongue of more chief marketing officers with increasing frequency. Businesses have always sought to influence customer perception of their brands by setting out a clear and highly defined brand essence. Brand essence used to be a strategic marketing pillar that enabled marketers to ensure all communications embodied the values they wanted customers to experience.
Today, the longevity of brands remaining in favour is shorter than ever Brands must act and react rapidly within a dynamic and evolving omnichannel landscape where challenger brands can now pop up overnight. The Havas Meaningful Brands study shows that seven of the top ten brands...