A lot of the issues that brands and brand marketeers are now facing have a kind of déjà vu to them. Why? Because we have seen them before. What are the lines? “Brands should connect”, “brands should be useful and relevant”. Well those are how the original planning groups got started. Yes, technology is allowing users deeper and deeper access to brands, it is removing the ability to intermediate, and that in turn means that your brand actually has to be what it says it is. Is that new? No it’s just become more pressing.
So tell the truth and make that truth compelling.