Designing for Participation

In today’s digital media landscape where consumers are spoiled for choice, brands need a clearly defined purpose to capture hearts and minds. But what does it really take for brands to cut through the noise? And what are the audience behaviours driving the culture-defining moment's brands want to tap into? Lee Owens Head of Brand Strategy, ANZ at Twitter explains that people don't just buy what you do, they buy why you do it. And on Twitter, more than ever, we're seeing brands evolve towards authentic, compelling content that people willingly engage with.