Some Brands don't like change.
Change doesn't much care.
Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.
If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.
An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.
We simply put those statements togehter to unfold the whole story.