We began with great hopes: mindboggling viral reach, irresistible tipping points, great floods of influence. New media was supposed to remediate the world, giving new instruments to new elites. To be sure, some good things have happened, but most memes in the world are images of kittens layered with funny remarks.
The more communication platforms and technology evolve, so does consumer engagement, and brands must think differently to reach them effectively. This is a good time to go back to basics, explore this new context and understand what experiences – new and old, online and offline – people really respond to, and decide where to go from here.
Grant McCracken, Keynote
Anthropologist & Author