Via Gregarious Narain in Content Marketing Institute

Marketing cannot be built on happenstance. As Brian Solis said during a recent Chute webinar:

Don’t compete for the moment. Compete for meaning. If you compete for the moment you’re irrelevant.

Even if we could reliably predict when meaningful moments would arise, most brands simply don’t know how to work in real time. They aren’t making a massive investment to be at the ready when a major event unfolds – and rightly so. Committing so many resources when no one knows for sure what, if anything, will happen is high-stakes gambling at best.

Replay the webinar here.