When consumers don't like something, they rebel against it. When they do, companies have had to change how they communicate with them. Once the internet and social media entered our lives, another rebellion began.
Now, consumers do everything to avoid ads - block, fast forward, mute and pay extra. So, what are companies supposed to now, and why are some not willing to change?
Globally recognized keynote speaker, author and university teacher Mark Schaefer wrote about these questions and challenges in his book Marketing Rebellion: The Most Human Company Wins. On today's show, he'll talk about what it means to be a "human" company that remains relevant in today's radically-changing times.
Mark's latest book - Cumulative Advantage
Case Study - The Most Human Commercial Wins
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