SPARKELIFE
Description: John R. Moran on strategy and innovation
Whose customer is it, anyways?!
For too long, brands have wrestled with their channels over ownership of their consumers.
The advent of the Internet and e-commerce was supposed to change that, enabling brands to more easily sell “direct-to-consumer.” Many brands adopted such a “multichannel” or “omnichannel” approach, but with little web traffic, have found the results disappointing.
SPARKELIFE