Teaching Brands New Tricks (Book Excerpt)

Steve Addis comes from the grand old world of consumer packaged goods—CPG. He started his career at Clorox, but along the way decided to take a journey into branding, and now he’s proud to call among his clients Lego, Intel and Smith & Hawken.  

“We’re overwhelmed” Addis says. “There’s simply too much choice and access to information to manage on our own. As a result of this new changing reality, we now live in a curator economy.

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