Mastering the Balancing Act Between BX and CX

2020-02-19
Why brand experience needs customer experience, and why modern brands can’t prevail on just one of them alone

Tightrope walker balancing

By Tomas Gonsorcik, Chief Strategy Officer, VMLY&R

The marketing industry is in a creative-effectiveness crisis.

Brands are seeing a systemic decline in "very large business effects," according to a recent report from the U.K.'s Institute of Practitioners in Advertising. The report, based on data collected between 2006 and 2018, concludes that a habitual focus on short-term gains, the digital-first obsession, and omnichannel personalization are to blame.

To break free of the trend, marketers will need to refocus on two crucial elements in marketing: brand experience (BX) and customer experience (CX).