Culture is being recoded, and people expect very different relationships with brands: more human, immediate, seamless, and responsive.

Across every category, from healthcare to household goods, auto to automation, B2B to B2C, the companies that are building the most cohesive business systems—what we call “living brand experiences”—are expanding their relevance and are growing faster than competitors.

Living brand experiences are the new standard. A company that can functionally integrate around the customer with regard to technology, data, marketing, and the customer experience is delivering its product and service not simply as an offer, but as an experience ecosystem: a hyper-contexual, empathetic, cohesive, and humanized experience that responds to, learns from, and anticipates its customers’ next moves and needs.

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