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It used to be that companies used their brands to establish and differentiate their products through one-way broadcast communication. Social media and direct consumer connections have turned this model on its head. To thrive today, companies need to consider customers (and employees) as valuable assets that collaborate and contribute to the company's corporate identity and long-term success.
In the experience economy, companies and customers work together to evolve the role of brands. We're all brand strategists now.
The articles in this issue illustrate how the concept is being activated across industries: