Matt Sullivan
MD · DMA US
The record
HT Brand Leadership Series archive material, preserved as the factual spine of this page.
Personalisation and creator media can simulate closeness at scale. The stronger test is whether the work improved the customer outcome and whether the effect can be independently examined.
Use Proof to separate claimed centricity from demonstrated effect, then make the standard accessible.
Open the BrandMasters record
Use Proof to separate claimed centricity from demonstrated effect, then make the standard accessible.
Take the next step