30 April 2013
There's something quite comforting about a big communication campaign. Most of us marketers feel proud of our insight and creativity when we see our perfectly crafted message go live. It’s a false sense of security, of course, because the real world is messy and complicated and you don’t have nearly as much control over how people perceive you as you think you do. You certainly can’t just tell people what to think, and the winning brands of today know that it’s much more about what you do and how you do it, than what you say.