When a brand delivers truth, it earns credibility, and with credibility comes consumer trust.

Academic studies of video gaming define immersion as the state where gamers are so involved in the game that they become lost in it.

You, the individual, can be isolated. You can be invited to participate in the dialogue. And then you can join it. And, in joining, you can literally both find yourself and lose yourself.

Advertising (1923) still has its admirers. The former advertising planner Paul Feldwick has written an original and intelligent history of the theories of advertising, The Anatomy of Humbug (2015). It is one of a kind, and it lays out the

in tandem,

In essence, digital enables companies to contextualize their products

that’s exactly where content comes in as an enabler – a stimulus for, or a reinforcement of, that self-regulation. What is at work here is the power of design – integrating information and experience.

It’s all about being in control.

Under an editor’s hand, knowledge brings a competitive edge. It expounds and justifies a point of view or positioning. But not just as a white paper, but rather as a dynamic program.