The five ideas / suggestions presented are the following:
1. Marketing online has to impact how people feel about the brand. (it’s about ideas, not technology).
2. Build direct relations.
3. Be a conscious and active part of the every day life ecosystem – from at home, and out there, to in store.
4. It’s about them, not you – create contextual value.
5. Confusing social media with media.
It’s title and content is strongly influenced by the Brand Building in a Recession lecture by Richard Murray at D&AD earlier this year. A much recommended video.