Looking to buy shoes online? Need to upgrade your phone? In the market for a ridesharing app? Today’s customers can buy any one product or service from at least a half-dozen different vendors. So, how does any one company stand out? To answer that, it’s important to understand that what customers are buying today isn’t simply the product or the service; what they’re really buying is a relationship with a brand, with a specific company selling that product or service....

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