Great article, and absolutely agree that it is no longer possible to consider marketing or comms as anything less than a part of the overall brand experience.

What I think occasionally gets misses, though, is the importance of communicating with employees in the same way – particularly in the service industry they are your single biggest point of failure or your best advocates and the embodiment of your brand. Communicating with them should also be done with their experience in mind, and how that fits with and contributes to the overall ‘meta’ narrative.