Scaffolding and Marketing This gives us the chance to re-imagine our task as marketers. It’s not about getting the word out. It’s not about hustle or hype or promotion or hoopla. Marketers build scaffolding. We create the conditions for people who want to go where we’re going to join us. We use tension and status and affiliation to help people get from where they are to where they seek to go. What’s the user experience like? What’s the story behind the story? And what will I tell the others? A brand isn’t a logo. It’s an invitation and a promise, an expectation about who someone can become,
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