Digital has changed the way we make a buying and loyalty decision for a brand. But also how brands behave due to data and tech options. Do brands see us as a data profile or as human being, open for inspiration and looking for ideas? And do we feel and see any difference between, say, telecom brands? We don’t. Bombarded with meaningless choices, we experience more sameness at a higher speed. So why listen to what brands are selling and telling us? Fortunately, some brands pay attention and know what moves and touches us. They offer good personal experiences, both real and digital. They know that targeting and retargeting at the right touchpoints is by far not good enough. They don’t chase us based on digital data, instead they inspire and offer us help. True to their principles and their customers, they do this all the time. They are the real winner brands that we want to talk about.