Teaching Brands New Tricks (Book Excerpt)

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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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