Cookie Madness and the Channel Bias
Marketing, branding and communication cannot be owned by one department in the business. It needs to be the mindset of the entire corporation.
It's not about a brand that 'won' as social media. It's about a business that enabled a group of people—with a creative aptitude and an understanding of the zeitgeist and what was happening at that particular point in time—to act very quickly.
All that brands have left as a differentiator is credibility.
None of our clients have a content problem. (...) They have a storytelling problem.
We've arrived at a place where there is quite a lot of disillusionment on the part of today's customer, who is a lot smarter, a lot more connected, and a lot more influential than they ever have been before.