How do we build strong brands in the digital age? Should brand marketers “bow to algorithmic salvation”, allowing data and process to ride roughshod over inspiration and creativity?
Chairman of JWT Asia Pacific Tom Doctoroff provides compelling answers to these burning questions in his latest book Twitter Is Not A Strategy. Author of the book What Chinese Want, Tom argues in his new book that “new-media cleverness” cannot be a panacea for marketing. Rather, effective marketing begins with deep customer insights that translate into a great brand idea that is media-agnostic.