By Gonzalo López Martí - Creative director, etc / LMMiami.com
Imagine you are a CMO at a large company with multiple customer touchpoints.
A big retail bank, for instance.
You develop a great brand narrative, a visually stunning corporate id, an awesome customer experience.
You get the unanimous blessing of the board of directors.
You validate it all with market research: the public will love your value proposition.
In theory, that is.