Economic power is now concentrated in the hands of a few digital “hub firms”. Here’s how you can push back.
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Marketers must ditch “best practice” and avoid a predictable approach in order to differentiate their brand from the competition, writes Rory Sutherland for Raconteur.
Most businesses love rules. Follow the rules and you’ll be safe.
This might work for the accounts department, argues Sutherland, but marketing is different. Successful marketers do not follow rules.
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