We need to start looking at individuals as human beings, and not just look at their small consumer status.
Otherwise, people will leave brands talking to themselves.
Being both creators and curators.
Now, rather than issuing top-down, one-way messages, it is necessary to know how to have open conversations with consumers and create popular culture.
If an idea is not binding, it is obsolete.
Always remember the rule: when everybody zigs, you zag.
