The Best Strategy In Today’s Mobile-First - ACG. The best strategy in today’s mobile-first, highly interactive world, as Mishkin describes it, is to think of brand narratives as a series of concentric circles. The story that the brand tells sits in the bull’s-eye. “If you think about a series of concentric circles, that brand story, that brand’s message, gets further disseminated outwards as brand ambassadors and consumers spread that message,” Mishkin explains.
“The next circle might be celebrity spokespeople. How do they take that message, interpret it, and put their own spin on it? To do this, brands must tell a story that consumers want to share and/or participate in. “The reality is, people believe recommendations and referrals and comments from their friends and family,” Mishkin says. Being first matters in a game of speed, when bragging rights and public perception are on the line.