“This totally makes sense, but it goes
against EVERYTHING that I’ve been taught.”

….yup. For account planners, creatives, account and media this odd new marketing world and the concepts behind connections planning fly in-the-face of keep-it-simple creative strategy, repetition of the same message over-and-over, and a one way monologue that is traditional advertising. They more closely resemble principles (not to mention layers of detail and execution) that interactive information architecture, crm, and marketing strategy demand.

So how do you go about re-wiring a massive amount of people’s brains to think in a different way? Other than sending everyone in your company to VCU what can you do to change the way people think?