When we think about brands, we generally think about whatever it is they sell. Brands are no longer valued for their product or services alone; a key differentiator is the customer experience that comes with what they sell.

In this episode, we connect with Frank Goedertier, marketing professor at Vlerick Business School, and with Mauro Oretti, Vice President Marketing and Commercial at the SkyTeam airline alliance, to learn more about the growing role of experiences for brand success.