This entire past decade has been about the foregrounding of experience. Experience is key to how we interact with brands of all types, from these we shop with to those we work for. Brands that recognize the value of experience give us something to align ourselves with and something to get behind. They don't just have customers or employees: they have fans. Those that don't? They risk being relegated into the dustbin of "businesses" instead.
Here's what will separate the brands from the businesses in 2020.