How you build your brand and deepen customer engagement is changing.
More and more, this is happening ‘bottom up’ through the experience of the product or service itself, not ‘top down’ through media campaigns and messaging. This shift is changing how marketing happens and how customers are engaged. It means moving from broadcasting messages to providing access, from campaigns to service delivery, from a centrally managed function, to the coordination of disparate teams and functions toward a common vision.
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