While it is common knowledge that comprehensive strategy is fundamental to ensuring marketing plans their reach goals, too often there is a flaw that occurs in developing strategy which can hinder even the most creative remedy.

Focusing your efforts on customer experience management, both online and offline, may be the single most important undertaking you can make now to ensure your brand aligns with the engagement of the new marketplace.

If brands are to be human than they cannot expect a single statement or look to define their brand identity.