There's no question that people today engage with brands, navigate categories and make buying decisions on their own terms. They won't -- and don't -- typically walk along the path that brands paved for them long ago. For marketers to successfully connect with consumers in this new environment, it's important that they understand and design to people's "desire lines," as this will be crucial to driving further brand growth.
How Modern Brands Thrive: Designing to People's Desire Lines
