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While great brands are built on memorable customer experience, a recently published Forrester report says that amazing brands are built on resonance. A brand that resonates with its consumers, claims the report, will create lasting engagements and build communities. The report, titled “From Great to Amazing: Building brands with enduring resonance” by Dipanjan Chatterjee, points out that brands with the ability to create communities have done a fine job – an engaged community will build your brand for you – as long as the community has a reason to do so. This goes beyond providing functional excellence and is about forging strong emotional connections. A brand’s power in today’s world lies with its consumers. How people perceive a brand is no longer within the control of the brand, nor is it created by its messaging; rather it is created by the people who are experiencing that brand. Previously the mandate of the marketing professional was to build brand awareness. Today, the focus ...

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