What I really want to talk about is "Branding", more holistically … but, I don't want to have our typical conversation, for I believe it is our typical conversation that is most ripe for disruption. We are at the beginning of a revolution … a data revolution that is going to de-thrown content as king.
Typically we'll speak of branding in terms of a "campaign"; we'll gather a handful of information, we craft a very well worded message and we diseminate that message carefully. What do we have, what we are going to say about it and who are we going to say it to?
We used to be in the worst kind of relationship … all talk and no listening, now, we have conversations. The fundamentals are still right, but, in the era of social media, the rules have changed, the conversation evolved and the audience now much more engaged.