“We now live in a world with an abundance of choice. Trends happen in minutes, not years, and everybody has an audience. In this world, greater trust is placed on the opinion of communities and friends than institutions or brands. People are fed up with brands that just want to land their own message. They want to identify with brands that they feel are worthy of an invitation into their world. A clearly articulated point of view, expressed creatively and through great storytelling, is critical.”
