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Brands need to ask and answer this question honestly: what business are we in, really? If they don’t, they should be prepared to be disrupted. That’s why we’ve identified "offering" as one of the five gates brands must pass through to be successful.
Creating a great story on video is a lot like distilling whiskey: you start by gathering a lot of material – and then spend the bulk of your time trying to get rid of most of it. Let me explain.