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COURTNEY KELSO: It all goes back to control of message.
And frankly, it's not about brands pushing messages and
having monologues anymore.
It's about dialogues, and frankly being very comfortable
with your customers, being the deliverers of your message and
the distribution agents.
You have to be very comfortable with not having
absolute and perfect control.
And I think the great brands will be comfortable with that.
Because you have to sort of allow your customers to really
speak on your behalf.
I think that's a big change we're seeing in marketing,
that it's a dialogue.
It's more than a dialogue.
It's the community speaking about your brand.