Why Challenger Brands in Particular Must Be Customer-Centric

Amazon Advertising's Alan Moss on how to implement a winning customer-first strategy

As the name implies, a customer-centric strategy starts with the customer and works backward. Adweek

Customer-centric marketing is offering customers value in every interaction based on their needs and interests, but this definition can be extended to include anticipating consumer needs.

@lisalacy lisa.lacy@adweek.com Lisa Lacy is Adweek's Commerce Editor.