In earlier times, customers built relations in terms of their particular requirements. Now brands are going out of their way to connect with customers at various stages of the buyer journey. Experiences are being tagged at key touch points. Starbucks is one example of this trend where people do not only go to the chain’s stores for the coffee. The beverage is available at several places, perhaps at lower prices, but Starbucks has redefined the entire experience of walking into a coffee shop. In the tourism industry, Airbnb has revolutionized the industry with their business innovation which emphasizes on a global sense of belonging. Similarly, Uber and Lyft have moved away from the driver- passenger relationship to friend- friend.

Source: https://hbr.org/2016/05/build-your-brand-as-a-relationship