Digital technologies are radically changing our society and digital transformation affects all organizations. We see more marketing expressions with every passing day. In fact, we see so many marketing expressions that it sometimes feels like we’re standing on Times Square. 

I firmly believe that in this world, the brands that are able to really connect with consumers are the ones to survive. Therefore, all marketing activities should strike a balance between contributing to today’s targets on the one hand and long-term branding KPI’s to grow as a brand on the other.