I was looking through the Edelman site earlier today, and the whole time a line from a conversation I had with a friend the other day kept popping into my head:
If you want to have a cool brand, you have to do cool shit.
I don’t think I can put it any simpler than that.
P.S. It was also said in the conversation, “Oh yeah, and you’re not the one who gets to decide what’s cool or not…”