One on One: Tara-Nicholle Nelson on Moving From Transactional to Transformational

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Tara-Nicholle Nelson, CEO of Transformational Consumer Insights, analyses the much-discussed customer experience in terms of life experiences, and how brands need to help customers achieve their lifetime goals. In a wide-ranging discussion, she has practical advice for aligning business models with transformational marketing, and addresses whether typical lifetime goals (health, wealth, wisdom) are determined by socio-economic status or gender.

Photo credit: Bonnie Rae Mills

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