Bob gave voice to the strategy, "Don't Make Ads, Make News!", a directive that generated highly successful, highly efficient marketing campaigns.
Companies do not make it to be 150+ years old unless they truly have customer centricity as an essential aspect of their DNA.
Case Study: Making the Moment of Truth Matter via Social Archetyping - The Jack Daniel's Social Story
What is the brand going to say in that moment of truth of interaction with people? How does a brand be truly meaningful, interesting and fun?
While many marketers struggle to incorporate the rapidly-growing set of social media options into their marketing mix, smart marketers experiment fast to jump start brand growth.
At CES though, it's all about technological devices bringing people together.
It takes more than a "gut feeling" to justify spending across search and display advertising.