The digital revolution has intensified the clash between the top-down and bottom-up brand-building models: the former is fueled by clarity of message, which is articulated by the manufacturer; the latter is unpredictable, on the street, of and for the people.
If 91 percent of women feel advertisers don't understand them, don't make the same mistakes when building relationships with your customers online. Get to know your community and don't assume that all women think alike.
It isn't about me. It's about serving my client. It's about creating a trusting, cooperative, forward-thinking relationship that builds my client's business and, as a result of that success, builds mine.