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Whenever I’m asked the question what advice would you give to a brand marketer in this
increasingly digital media environment, I really always say the same three things, it’s
about relationships, relationships, relationships. Brands are relationships. And you can’t
lose sight of that and you can’t get sort of off track and lost in the latest fad. You
need to ask yourself what unique value am I bringing by engaging in the media? And you
know, brands are-- strong brands are built by bringing differentiated unique value consistently
to your customer. So that’s a good screen whenever you’re looking at an opportunity,
is to say what unique value am I going to bring by joining the conversation? The flip
side is you need to be prepared to support that conversation. Okay? It’s okay to use
digital media in lots of different ways and integrated ad campaigns, but if you want to
consistently build your brand, you need to be prepared and put resources against it.