When you create a finite promise, you often have to live with it. That’s a hard commitment to live up to for any individual.

People need content. To beat those who already have frequency, the most sizzle, the best personalities, and overall distribution strengths, you have to change the rules.

Image by Vincent Teeuwen Why is it that we as an industry wants brands to become people and people to become brands? This manifests itself with a corporate brand online talking like a human being, but without identifying the people behind the communications. It seems like a disaster waiting to happen. When brands act like people — cursing, drinking, or […]