The last word from the East: The five insults in brand building

Barney Loehnis

This article lists five challenges that brands must overcome in a social and mobile-centric world: these challenges are termed "insults" by the author, as chief marketing officers seem insulted by the implications that brands must learn to retell its story due to these emerging digital formats.

The last word from the East: The five insults in brand building

Barney LoehnisOgilvy & Mather

Some people say that it is the little things that make the big difference — not the big overblown statements of love, not the fast cars, luxury travel and secondary homes, but the small tokens, texts and handwritten notes that tip the balance in favour of long-lasting friendship and love. People don't need everything to be perfect – but they do want to see genuine care and attention personalised to their needs. When it comes to communication, it's the quality of content, not...

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