“Different companies will have different purposes, critically though, companies and brands are able to make genuine efforts to bring something to society. These efforts must be sincere and seen to be sincere. For in this age of transparency words must be matched by action. So many technologies have created two way communication and marketing is now the eyes and ears of the business.”
“The real challenge of digital is even more fundamental (than regulation). It is challenging what is our notion of a brand and what does it mean to consumers? The original function part of a brand, that once defined them, is now just a small part of the equation. In the digital age information is accessible to citizens who want to discover more about the brands they follow, not just in their own countries but everywhere.”