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Today, when consumers take notice of a brand, they are less likely to run to a store and more likely to jump on the Internet, where their digital activity can be retargeted by competitors. We need to shift from crafting messages to creating experiences. Brands can no longer rely on slogans and jingles, but must learn to tell stories.
Marketers need to shift from crafting messages to creating experiences and that’s a tall order. It means that we need to leave behind how we’ve come to think about traditional campaigns and adopt a different approach to brand publishing
Peter Thiel recently published Zero to One, a book based on a startup course he teaches at Stanford, which summarizes his philosophy and gives four rules for creating a great business.