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Consumer obsession has become the holy grail of commerce—shoppers have more options than ever, and they crave meaningful connections with brands before committing to them. That obsession has become the engine of growth and organizational success in an era when brands can no longer rely on organic drivers like acquisitions, expanded distribution or market presence.
The explosion of choice thanks to nimble, digital-first brands has meant that consumers can navigate easily to whatever captures their hearts and minds at the right time and place.