[Ad]vantage

This morning's article in MediaPost talks about the challenges and chaos from fragmented (emerging) media and engaging brand stories, without doubt marketers need to manage risk judiciously.

Kirk Drummond presents a framework to balance this risk.

>> Stay within the range and relevance of your brand.
>> Have an organizing idea and a reason.
>> Organize your efforts.
>> Be equally as innovative on how you measure your efforts.