In today’s dynamic media landscape, people are living their lives at the speed of real time. News is expected to be up to the second, friends keep up with each others’ lives online, step by step and hour by hour, and the latest and greatest can change every time you “refresh the page.” It has created a culture where there is a lot of cache in knowing and being part of what’s current, and anything slightly out-of-date can feel awkwardly out of synch. And it’s not just newsrooms and networking sites that need to keep up; it’s an expectation that audiences are applying to every part of their lives, including the brands they invite to become a part of them. When the context of culture changes on a real-time basis, brands that allow a little spontaneity in their strategy can be the ones that stay most consistently relevant.

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