The Fast-Twitch Branding Strategy

For a business-to-business marketer, Adobe is anything but boring.

It’s current bold campaign calls bullshit on those inside companies that think marketing is bullshit. The software maker has also created some laugh-out-loud content that pokes fun at the industry’s penchant for buzzwords and self-aggrandizement.

Karl Isaac, director of brand strategy at Adobe, believes such efforts are needed to be a modern marketer. He sees the organization complementing this with “fast-twitch branding.”

“Fast-twitch branding is essentially socially led brand building. At Adobe, we put social media at the center and have it supported by customer support, product innovation, and e-commerce.”

Hear Karl Isaac’s full fast-twitch strategy below.
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