Some brands are bought. Others are chosen.

The brands I work with are the ones people choose with care. A hotel for a special trip, a camp for their children, a place they want to come back to. These decisions take time, and good marketing has to respect that.

Most projects start with a question about social media. Very often, the answer sits somewhere else: an audience that was never clearly defined, a funnel that doesn't exist yet, or a channel asked to do the wrong job.

Social is where it shows. It is rarely where the problem is.