Gartner analysts Julie Reeves and Augie Ray discuss the importance of supplementing brand-building with increased down-funnel emphasis on customer experience — ultimately leading to more growth. They offer tips for bringing Brand and CX teams together: their relative strengths, where they differ in approach, how to collaborate effectively, and more. This is the catalyst and context you need to effectively plan for growth and better brand experiences in 2024.Julie Reeves is a Gartner Senior Analyst who helps clients to better position their brands for success through strategic use of consumer insights and executional considerations. She has a deep understanding of brand strategy, architecture and positioning creation and management in various stages of business maturity across a multitude of industries and competitive situations.Augie Ray is a Vice President Analyst covering customer experience (CX) for marketing and CX leaders. His coverage topics include the ROI of CX, CX strategy and governance, how CX leaders secure and retain sponsorship, the buy/own/advocate customer journey, voice of the customer (VoC) and survey strategies, customer journey mapping, CX analytics and measurement, the importance of word of mouth in CX, persona development and marketing's role in corporate social justice initiatives.