Markets today move exponentially with too much uncertainty. The solution is to shift the mindset of growth from “rocket launch” to “laboratory”. You need to be constantly experimenting, adapting, and learning — rather than analyzing, planning, and optimizing.
The way we think about brands need to change. In the past, they were objects or concepts. You had a relationship with a brand. But in this social age, brands are the relationships. By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty.