The omnipresence of the internet compels us to take a more expansive look at the customer journey. Is it much more complicated to develop your own brand? In discussions with agencies, a whole range of reasons are given, explaining that each customer is an individual. I think this has always been the case, but nobody recognized it.

We’ve all treated our advertising as though it was a work of art and above criticism. Today you can more easily measure if anyone is actually interested in it. If you had already thought of it, there is now very good reason to see the world differently. But please, let’s keep our feet on the ground. It’s just the technology that has changed, not people. We are still simple creatures, lacking awareness and with memories that are limited for analysis. However, we were never linear and never will be, which is a good thing.