So let’s face facts. Our customers have developed bullshit detectors, finely tuned to sniff out marketing messages that are style without any substance. They have (almost) complete control over the messages they receive, and can filter out unwanted distractions with ease.
But exhibiting style with substance through conventional marketing channels is fine, and helps to establish a brand identify synonymous with integrity, purpose and dependability. There are emerging tools and techniques for making sure your company still has the potential to get in front of customers and exhibit this substance. Where do you start?
via Jonathan Moore