Stand for something.
What does FCB West and our world-class clients like Clorox, Levi's, Dockers and Ghirardelli understand that others seem not to? Growth comes by attracting the next new customer. The next thousand. The next million.
Fans won't deliver exponential growth, but strangers will. Chasing niches or being on the edge isn't the answer, being at the center of culture is. Loyalty programs and retargeting have their place, but not at the expense of building your brand, driving penetration, stealing share.
That's the way you win now and in the future. By investing in Never Finished brand ideas that attract new customers. Great brands withstand the winds of market change while their competitors flounder.