Do Brands Always Need To ‘Join The Conversation’?
What a strange time for brands. Especially here in the United States.
NEW THINKING
What a strange time for brands. Especially here in the United States.
The word “rapport” sums up everything we desire as marketers. It is taken from the French verb rapporter, meaning “to bring back, or refer.” To marketers, it means a lot more.
In the early days of MapQuest, which had the largest share of online mapping services in the US (and is now second to Google Maps), the conventional wisdom was that consumers wanted to see maps of the world—but it didn’t take long to learn that they wanted directions along with maps.
Last week, in the wake of the school shooting in Texas, one of my Fortune 50 clients suspended all media in the US until after the weekend news cycle.
Ready or not, your business is being disrupted, impacting all aspects of your brand.