Brands are shifting from company-centric experiences to customer-centric experiences, largely through their digital initiatives. As Julie Bornstein, the senior vice president of digital at Sephora recently noted, brand experiences need to facilitate emotions and conversations that drive consumers to take action. Most brands are struggling to figure out this shift. Although there are exceptions. Here are four luxury brands creating connected consumer experiences that yield great results.
Is Digital Killing the Luxury Brand? By John Ortved. Adweek
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