It takes a village. If you believe in that approach, you can build your brand. Just ask Amy Graver; she’ll tell you that the foundation for brand development—on every level and in every facet—starts with the relationships you forge with your partners.
“We’ve realized that we can’t continue to shout at our customers with mass-reaching media vehicles and expect them to have some meaningful impact or relationship with us.”
– Terryn Lance, VP of global media at American Express, on why the brand is delving deeper into content marketing