The Five New Rules of branding

For those brands that measure outcomes, how does something like embracing ambiguity make any sense?

The way is to understand how exceptional creativity - a necessary ingredient for any company that accepts uncertainty - can help brands better connect to audiences. This year’s SXSW (South by South West) offered a taste of just how powerful that experimental advertising can be–and underscored five key tenets of branding in the 21st century.

The five rules are: interact with your audience or die, diversity and inclusion are business imperatives, creative curation is a must, mixed reality is ready for its close-up and long live the special projects road map.

It is the human experience that matters most. Click through and read on.

Source : https://www.fastcodesign.com/90164720/being-everywhere-is-not-enough-the-5-new-tenets-of-branding