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We have become so focused on the latest tools, platforms and models of engagement - obsessing with the ‘how’ instead of the ‘why’ that we have lost our ability to truly innovate. We see countless briefs with the same mandate - “We need to create the next big thing…” and cited are examples from Apple, Nike, Coca-Cola, or Starbucks. At the heart of their success is a human truth, an experience that builds on a passion. We need to move away from thinking of ourselves as the architects of brand stories to the architects of brand relationships. If relationships are the new economy, then we have to change the way the game is played.