Rapp Collin’s Cathy Clift on the new challenges for planners in "Account Planning in the New Age of Customer Centricity" :

The lesson for agencies is that our old product (advertising) tells consumers what to expect from the brand—but the real equities are created by experiencing the brand in action.

The good news is that while brands are universal, experience is personal. In a world where the consumer’s perception of brands is that they are increasingly similar, customer experience is an ever more valuable source of differentiaion.

File under, sometimes it important to remind ourselves of what we already believe to be true and important.

Troy