Zappos CEO Tony Hsieh believes many companies miss the boat when it comes to building their brands. They tend to focus on what they want people to believe about their company. The better approach, Hsieh told DIGIDAY at the South by Southwest Interactive this week, is to focus internally. A brand is a “lagging indicator” of a company’s culture, he said. That lag is getting shorter than ever thanks to social media, Hsieh added.
More in Media
Ad Tech Briefing: The futility of a Google breakup?
The chameleon-like nature of the master of ad tech means effective remedies require serious thought. `
The Economist is looking beyond traffic to measure the success of its brand marketing push
One year into The Economist’s brand marketing push, the company is prioritizing metrics such as brand lift and awareness over traffic.
How Time evaluates and vets AI tools
Time has evaluated “dozens and dozens” of AI tools to determine what could be a good fit for the company. CTO Burhan Hamid shares what goes into that process.