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Danh ngôn của Richard Edelman (Sứ mệnh: 7)

We've learned that when a consumer moves from a relationship rooted in 'me' to one powered by 'we,' a new world of buying and advocacy opens up for a brand.
We have to improve our ability to deliver tangible results, namely sales, not simply awareness or change of attitude among opinion formers.
The short form, speed, and consistency of communication by Trump beat Clinton's nuanced, detailed, and long-form communication. Trump came across as more genuine, Clinton as less than transparent. Trump engaged directly with his community; Clinton spoke through the media in a careful and less frequent manner.
As trust in institutions erodes, the basic assumptions of fairness, shared values, and equal opportunity traditionally upheld by 'the system' are no longer taken for granted.