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As opportunities for dynamic dialogue between business and consumer have multiplied exponentially, organizations are pushing to find ways to engage and elevate their associative value. Brands that get it right go beyond appealing to material needs; they transcend the superficial back-and-forth to engage with audiences not just around what people seek in a material sense, but on a deeper and more personal level....
Free white paper from CIO magazine is valuable reading for branding, marketing and business. Key takeaway? Digital business needs to move from meeting the "I want" to meeting the "I am" needs of customers.