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Bridging the Brand Experience Gap
How to align brand promise and customer experience for business success
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Mind the gap: Why what a brand promises and what it delivers matter
What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
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The third moment of truth: Why sustainable packaging became a corporate necessity
As environmental attitudes and consumer shopping habits change, packaging offers rewards for brands who demonstrate leadership on sustainability