"Ditch the Brand Book" for a Dynamic Customer Journey

Reuben Steiger said it beautifully this morning in his MediaPost article: "Who's The Chief Experience Officer?". What did he beautifully say? 

"Ditch the brand book. The days of centrally controlled brands are over. Your brand is a pattern comprised of interfaces, interactions and experiences. This requires designing for coherence over consistency. Empowering employees to act autonomously allows them to create better experiences."

Reuben is a brandhacker -  saying exactly that the dynamic customer journey of today's user isn't a static one-time brand interaction, it's an ongoing conversation from multiple touch-points and interfaces, where, as the Altimeter Group, pointedly advises below, the customer interacts with the brand in ways not seen before. Today's customer/brand relationship includes technology assisting in conversation convergence and a continuous user experience where trust and research dialogues between the two build better products in real-time.