RIP "brand messaging"
A "community manager" is significantly more important than a "brand manager" in modern business.
This is a cool section from an article on why the best brands focus on users instead of buyers:
Purchase brands worry about what they say to customers; usage brands worry about what customers say to each other. For example, where traditional hotels put more emphasis on the content in their advertising, Airbnb puts a greater emphasis on the content genera…
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