Why brand audiences are key to 'lean marketing' in a digital age

Joel Rubinson

This article argues that we are entering a second golden age for brand building, and that consumers are more, not less, brand driven.

Why brand audiences are key to 'lean marketing' in a digital age

Joel RubinsonRubinson Partners

The ancient Greeks believed in something called "the aether" which continuously connected the moon, the stars, and planets. Two millennia later we see that the Greeks gave us the framework for modern life: digital media is the aether that connects brands, retailers, individual consumers, media companies, even our glasses, running shoes, home thermostats, Citi-bikes, and eventually our refrigerators and shopping lists to one another. It is the Internet of Things, and in the foreseeable future, it will become the Internet of Everything…the hyperconnected age....

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