I recently read an article on the evolution of branding. The entire paradigm of “Branding” is evolving into being much more of a customer-centric rather than business-centric process. As an Advertising and Marketing Communications Agency that believes qualitative research to be critical for brand development, the idea that brands are now being co-developed by customer and business is fascinating and spot-on. Customers are becoming integrally involved in the brand development experience as co-innovators, ensuring a more successful product and authentic brand experience down the road. As a result, companies moving forward will be competing primarily on the customer experiences they deliver. It will be interesting to see how well companies adapt to rethinking they way they do business in order to improve their approach to one of Customer Experience (CX). More to come!
