A brand is like a person, if it wants to make friends it must leave the house and go out into the world.
•Online friends are different than live, real friends.
•Brands make online friends through social, through ads, through influencers, and of course, they should. However, they also should be making deeper friendships in person.
•This is the beauty of activations and events. To actually see people IRL. Hear straight from them. Talk directly with them. “Press flesh” as they used to say.
•While often dinged for only reaching a limited amount of people, activations accomplish something else. To paraphrase Robert Frost: they make up in depth for what they lack in breadth.
