You can call 2017 a lot of things. But it certainly wasn’t boring.

From politics to weather, predictability melted faster this year than the Greenland Ice Sheet. Month after month, we witnessed a series of surprising, startling — and sometimes, horrifying — events.

Living in the Upside Down

In the not so distant past, any one of these events would have seemed unbelievable.

But reality reinvented itself this year.

Now, here we are, down to the last weeks of a tumultuous year. And many of us are still struggling to make sense of a time like no other — an unsettling period marred by hurricanes, floods, fires, and all manner of bad behavior.

So why is brand experience more important than ever? Because it keeps people grounded even when the ground is shaking.

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