Brand Innovation Loyalty Trout 
Harvard Business Review
MAY 9, 2016
The way we think about brands need to change. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty. A brand started out as an identifying mark.
Harvard Business Review
OCTOBER 20, 2015
But as consumer interactions become ever more digital – perhaps because of this — consumers are seeking out real-world interactions with brands and their stories. A majority of guests have a more favorable opinion of Coca-Cola after they visit the brand home and 94 percent say they would recommend the experience to a friend.
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