Creating a Customer Ecosystem Using Brand Experience Metaphors (Tom Schneider)

Brand experience metaphors are based on real world interactions and help bring a brand's nature, character, and function to life. Discovering a brand experience metaphor facilitates effective brand planning based on accurate user ecosystems and can lead to designing effective customer journeys that yield measurable results when planning campaigns and user touch points across channels (online, print, mobile, in-store, app, etc.). (uxmag.com)