Many brands have successfully circumvented these challenges by focusing on selling a lifestyle in lieu of their actual product or service. Brands are sitting on treasure troves of data that can be and should be leveraged. My long-time mentor established a program that culled sales data on political merchandise that functioned ostensibly as a barometer for politics. While political leanings may not be right for every brand, mining internal data should be a staple of every communications strategy. Generate your own data.

Source: Forbes November 21, 2017 13:52 UTC