Standout brands draw their strength from the recognition that brand and experience work best when they’re built in tandem.

The role of marketing has gone through a number of eras, starting with the broadcasting of the superiority of products, to engaging with customers’ emotional needs, to identifying with customers on a personal, meaningful level.

Up until the last era, marketing communications has largely been unidirectional, and the marketing function has existed in its own silo, alongside other business functions. Similarly, customer experience, though it has a long history, has traditionally focused on the operational aspects of addressing customer issues, and has been largely separated from other business functions.