In a highly fragmented world the consumer is looking for simplicity and navigable signs to know which brands to transact with and which to avoid.
Disruptive businesses, like Uber and 23andMe, play by a new set of rules. They don’t see digital as a marketing channel but rather as a way of thinking in order to provide the user with a differentiated and improved experience. Disruptors have the ability to avoid cumbersome, and siloed corporate fiefdoms and build experiences on what Elon Musk refers to as “first principles” that serve customers’ needs rather than the businesses.
Channel control and authenticity
The ability to control a message through multiple …
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