The biggest headlines didn’t go to the hottest start up or the next big thing in product or communications, though Samsung was everywhere. They went to Privacy. SXSW secured landmark sessions with not one but three of the storymakers of 2013: Edward Snowden, Glenn Greenwald and Julian Assange. A key learning for brands is how these actions and arguments have accelerated the lack of trust in the Establishment and its desire/ability to do the right thing. You don’t want to be perceived as an Establishment brand, particularly among millennials, whose social tendency is, ironically, to communicate and share.
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