Use new tools to build traditional consumer relationships

Tom Hafen and Kevin Knight

Explains how to overcome the modern and traditional disconnect by building an effective brand solar system, with all executions orbiting a sharply defined brand promise.

On a bright July morning, Jim Warren and his teenage son got up early to make the 20-hour drive from Norman, Oklahoma to San Diego, California. They arrived Thursday evening and quickly found a spot in the line outside Hall H in the San Diego Convention Center. A buzz was quietly building among the groups of young people, many of them in full costume, who had settled in to wait until the Saturday Comic-Con presentations. Why were they so excited? Along with approximately 10,000 others, they'd been sleeping on the ground for two full nights to listen to Warner Brothers...

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