“Marketing used to be about advertising, and advertising is expensive. Today, marketing is about engaging with the tribe and delivering products and services with stories that spread.” - Seth Godin from his book “Tribes.”
A colleague recently asked me “in today’s world of greater authenticity and transparency, how do you know what’s for real and what’s not? How was we know if companies speak the truth or are merely continuing a next generation of green-washing (where companies said they were environmentally responsible in one aspect or another … but in many more ways, their claims were unfounded or exaggerated at best)?
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