Brand building efforts should create cultural innovations . Changing how your customers live their life makes it easy for them to talk about your brand purpose.

Successful brands are part our conversations because they accelerate change in our society. Creating highly polarizing content is terrifying, but it is clear that the rewards of creating conflicts outweigh the costs in the long run.

Binet & Field 2013 showed the tension between the two ways of driving sales: brand building and sales activation. It also reveals why a short-term focus will inevitably determine the kind of advertising you choose to use. …