Marc emphasizes that marketing and advertising need to be driven by an understanding of human truths, not tools and technology. Brands will mesh authentically with these needs when they know who they are, and they know their audience. In other words, context is key. In his presentation, Marc also proclaimed positioning dead--the landscape is too fragmented, the world to large to present a brand in the same way in all places. The niche markets found through social media technologies demand individual approaches and nuanced methods.
