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.
Read the full article here: http://trendwatching.com/quarterly/2017-09/glass-box-brands/?utm_campaign=TQ3%3A%20Glass%20Box%20Brands
