Brands have to work a lot harder now to help their business than they ever have in the past. To do it right, brands need to get out into the world, interact with real people, create experiences for them, and offer them something awesome in return for their attention and time.

This often means dealing with lots of moving parts and partners. And there’s no way to put them all together without getting dirty along the way.

OBJECTIVITY:

Despite what they might tell you, most agencies are discipline specialists, making it hard to get an unbiased recommendation. If you visit a butcher, you won’t walk away with a salad.

ACTION:

What good is a purpose if it just sits there on a shelf? Brands need to walk the talk. They need to do things, not just talk at people.

COOPERATION:

How do you make sure everything combines into an awesome experience? With six or sixteen agencies at the table, along with internal silos, it’s often hard to get everyone going in the same direction.