Why Brands Should Do, Not Say

Clark Kokich, chairman of Razorfish, is preaching a new gospel. Brands of the 21st century need to do things for people as much as they talk about themselves. That’s why, for Kokich, Nike is the brand of the 21st century rather than Procter & Gamble. This is the central thesis of Kokich’s new book, Do or Die, and a subject he addressed in an interview at the recent Digiday Publishing Summit.