Focusing on critical, differentiating capabilities--things that you do better than anyone else and that align with your innovation and overall business strategy--will give your company the coherence necessary to outperform and out-innovate the competition.
They look at values, at semiotics, at visual style, and insights that align with the subtle culture nuances that nicely connect the kinda-new, kinda-now with the savvy, visually-cued next gen global consumer.
It just means marketers will need to focus and prioritize their experiments in the areas that align to those core business drivers and stand the greatest chance of inflecting top-line and bottom-line growth.
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