The Importance of Connecting to Consumers

If we're not connecting, who the hell are we connecting to? I think that question gets to the heart of some of the challenges in the industry. It's very easy to rely on private research and focus group, which are always that second hand. What a brand really is is the experience that the person has with it. The only answer is, they don't think about it very much, they won't take the zog out for a walk.