Director of Strategy at AKQA, Craig Walmsley on how web 2.0 is changing the demands on brands:

"It is not the planner’s fault that the answer “we should say X” is now the wrong one – they have not yet realized that the question has changed from “what should we say?” to “what should we do?” or, more importantly, “what should we let customers do?” This is the real question for Brands. Digital allows brands to be relevant enablers – letting customers do things in a way that makes sense for the Brand and to the customer. "

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