How to Build a 21st Century Brand

[source: iab] Direct to source is a protocol of online etiquette that has spread from the late ’90s forums / early ’00s blogs to services, news, and products. Links turned out to be much more powerful that we thought. They upturned hierarchies, and transformed entire industries – first slowly, then overnight. We’re a demanding generation. Thanks to the immediacy of technology and the exposure to ever increasing sophisticated marketing, we expect direct-to-brand / person / entity (that is competent, ready, and willing to help) experiences. Value is about fitness, specificity, ease, speed, and utility. Is the product good enough? Is…


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