I started SXSWi out this year by attending a session that expanded on this short essay. In the essay, Marc Shillum of Method presents a new way of looking at brand, ultimately providing a responsive concept that takes into account new mediums and the fact that we no longer have full control over our brand. Social media has provided the user with a voice and thus stake in our brand, which must be taken into account. The brand must constantly move forward and evolve, adapting and responding to user needs to remain relevant.
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