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Brands Haven’t Kept Up with the Ways Customers Use Products

There’s a daily tug of war between long-term brand building and short-term sales goals – brands must be relevant, useful and entertaining.

Here’s a truth: Many in the marketing industry today don’t really understand brands. Today, when there’s more of everything – more channels, more choice, more speed, more confusion – it’s fair to ask: What is a brand? To answer this question, we have to think about what has changed during the last decade. The emergence of the […]