We're not so complex as humans. We have expectations for how we see things working, and are either delighted or disappointed. That's how we navigate life - a series of interactions with teachers, projects, hospitals, sports teams, partners...the list goes on. Every interaction influences the nature of that relationship. And few of them go exactly the way we want them to. Brands are no different. As marketers, we have multiple opportunities to do more than just be within reach. But identifying which experiences are the right ones, for their potential to have max impact, is something every brand could do a better job at consistently delivering.
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