All Brands now live in Glass Boxes

The founder of Uber resigns after a culture of sexism and bullying is exposed. The CEO of HSBC in Taiwan walks a gay employee down the aisle after her father refuses to attend her wedding. A smartphone video of United Airlines staff forcibly dragging a passenger off a plane goes viral.

Just a handful of unrelated business stories? In fact, these three apparently unconnected stories are all examples of a single, massive shift in business and consumerism. One that’s gathering speed by the day.

It’s shift in the very nature of what it means to be a brand. It presents a deep challenge, but also a massive opportunity. And one that no marketer, strategist, founder or CEO can afford to ignore.

The most effective way to think about? Let’s talk about glass boxes.

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