“The people own your brand now.”
Yes and no.
Brands are now media companies. Brands provide the engaging content. Without content, there’s no community, comments, or likes. Just likes there’s no fans without a record, movie, or book release.
The creative comes first, how people react second. Depending on crowd reaction, you create more or less or try something completely new.
Content, then context.
As Steve said:
“A lot of times, people don’t know what they want until you show it to them.”