How people and businesses encounter, experience, and purchase products and services continues to evolve as new technologies and interfaces proliferate, and the implications for brands are profound. The fundamental relationships among brands, media, and people are being transformed at an unprecedented rate, necessitating a new definition of customer relationships. This article offers specific and practical guidelines for brands to understand, develop, and improve all points of interaction with people by adopting new mindsets and approaches.
How do most brands view people today? As masses of consumers categorised by purchasing power? Potential customers to be wooed, flattered, and fleeced? Or maybe as participants in a mutually beneficial symbiosis?
While that last one may sound a bit far-fetched, it is clear that the fundamental relationships among brands, media, customers, employees, and other…
