Gyro's Becker: Why real connections start with emotion

04/23/2013 | Adweek

Getting ideas out in the marketplace is easier than ever, but your efforts will be mostly wasted unless your ideas are strong enough to "touch a nerve and create excitement for a brand," writes Gyro's Christoph Becker. "We can use all the technology and channels at our disposal merely to amplify our messages to the point of noise. Or we can use those gifts to give life and purpose and never-ending expansiveness to our ideas, to reach people in ways that matter, to ignite emotions," he writes.

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