The Revelation of Intent

My latest column is up over at Marketing Magazine’s site. I said a couple days ago I was thinking a lot about intent this week, call it a cosmic quest for something deeper than the window dressing. If I wasn’t in advertising, that would actually be a good thing.

There’s a lot of talk lately about brands and the voices they speak with. Be it through products or services, conversation is the new currency through which everyone wants to be measured. If what we’ve been saying for a while now is true, and our brands are to be imbued with human traits and personalities in order to inform the way they speak to their audience, then we need to look at intent…

The rest of the piece is over at Marketing Magazine.