“In this case, it’s half strategy, half engineering. The combination is going to be different in every situation, but the point is that it’s always outside-the-box, even outside-the-budget. Today, as a marketer, our task isn’t necessarily to “build a brand” or even to maintain a preexisting one. We’re better off building an army of immensely loyal and passionate users. Which is easier to track, define, and grow? Which of these is real, and which is simply an idea? And when you get that right—a brand will come naturally.”