Focus, Influencer Marketing, and the Road to Authenticity

Danica Kombol, President of Everywhere Agency, talks about the impact of personal storytelling on brand-building and future purchase behaviors and highlights an opportunity many companies miss when they hire influencers to talk about the products/brands they love—that brands, trapped in a traditional "slick" advertising mindset, fail to repurpose the gorgeous, visually-rich, more authentic influencer-created content. Danica also discusses the importance of knowing the business you want to be in, staying in those lanes, and opting out of what you don't want to do.