Mastering the Balancing Act Between BX and CX

Why brand experience needs customer experience, and why modern brands can’t prevail on just one of them alone

By Tomas Gonsorcik

Brand experience has long been the bedrock of brand-building, and still plays a crucial role in winning consumer affinity. But it’s the rise of the CX era, and its tight focus on every consumer touchpoint, that will future-proof modern brands for the next decade. Smart brands will strike a balance between brand experience and customer experience. Here’s how to get started.