Why Brands Must Form an Identity to Retain Customers in the Voice Economy

Conversation and compassion are expected of marketers today

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Not so long ago, we’d only initiate a conversation with a brand if something had gone wrong, but we’re now starting to use conversation to do much more: to explore options, to make purchases and even to investigate medical issues.

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This story first appeared in the March 12, 2018, issue of Adweek magazine. Click here to subscribe.