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If the interruptive model that advertising provides is increasingly becoming less effective, is there a new role for marketers to play and structure for them to use? Bob Gilbreath of Bridge Worldwide gives a resounding Yes in this interview with SLM's Mario Vellandi, in which he describes the importance of meaning, a key theme of his book "The Next Evolution of Marketing". In order for brands to better connect with people today, they need to help them solve or learn something, develop a sense of connection, and realize personal achievements. Bob also discusses the future of how agencies and brands will need to operate in values-based society.
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