Experience Economy, Brands and Leadership: Reframe brands, Marketing and Business (Shared perspective) by Mirco Pasqualini

This book is an excerpt from the bookAgencies & Brands in the Experience Management OrganizationEveryone working in the space of brands, marketing and communications has seen their job change rapidly in recent years. In particular, the agency business, created around the needs of brands has been forced to rethink and redefine its role.As well, the impact of the new economy and the establishment of the experience economy model has changed everything we have known about marketing, brands, customer perspectives and the rules & dynamics defining the relationship between these elements.The exponential technology innovation and the reshaping of marketing and communication dynamics created new opportunities and business, while at the same time destabilizing agencies & brands assumptions. How can company management organization be more holistic, multidisciplinary, integrated, human-centered, systematic, inclusive and create the conditions to trigger innovation?