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Why Brands Need to Master the Ownership Experience

September 21, 2020


For consumer durable brands, consumers are not just buyers. They are owners who will interact with the product and brand for years. Yet, for decades, consumer durable brands have traditionally relied on retailers to own the ownership experience, while they focused on product design and manufacturing. As a result, durable brands have limited to no knowledge of who owns their product and, therefore, no impact on their product owners’ post-purchase experience.

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