For audiences, brands are simply personal collections of events that make up a total overall experience. It’s a real-time running tally of the things people feel, whether good, bad or indifferent, at every point of contact with a brand, every exposed surface. But most of the time and money spent on marketing is focused on just a handful of media and at specific moments in time. What people hear gets quickly forgotten unless they can see it for themselves in all the ways a brand actually behaves in its daily life—the obvious but often forgotten little places that make a brand who they are. You can’t just say it in an ad if you don’t make it part of everything you do. It’s all the bumps on a brand’s surface that are where people grip it. And it’s these seemingly mundane spaces that can turn out to be the most surprisingly meaningful.

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