As the most complete, most honest expression of a brand, experience forms the heart of any relationship between company and customer. This relationship provides a way to contextualize and understand an experience. In turn, a well-designed experience has the power to develop the relationship further by bringing to life the values a company expresses in its brand communications.

It is these values when shared by the customer, that define the potential of the relationship. That’s because they enable a common understanding of what a great experience should be.