"Once you start these conversations, you have to keep them going. You have to be clever. You have to be engaging. Not too many brands have, what I call, the "intestinal fortitude" to deliver on that very real conversation. Brands tend to be great at busting out of the gates - engaging sites and some content to pique the interests of the consumers, but creating content is a marathon and not a sprint. It's the ripples that the conversations start, and not the splash-effect of a campaign."
Awesome.
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