"In this hyper-cynical, consumer-empowered world, relationships will be the key building blocks of marketing. Forging them, though, will require brands to perform roles beyond their own functionality. Brands must find new ways to be useful, perhaps through branded events, advice and information services, new widgets and apps that help make life that little bit easier, or even entire branded media channels that entertain and inform."-- Claire Beale in The Independent UK
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