00:00I think what's really important that brands are going to have to understand that it's now
00:04bifurcated world. You are engaging with humans because you need to engage with them emotionally
00:10because the brand meaning, the brand charisma, but the bots and the agents are going to be very,
00:16very thorough, very, very diligent. And there may be categories where it won't just be discovery
00:22and consideration. They will be doing purchase and fulfillment. So I think the job of the
00:28marketeer, well, first of all, the job of the marketeer becomes more complicated because
00:34you've got to be as smart with data and analytics as you are with creativity and storytelling
00:40and experiences. But I think the role of the brand, the importance of brand and the importance of,
00:47because as the great Philip Kotler said, you're either a brand or a commodity. You choose.
00:52If you believe in the importance of branding, then you have still got to rely, not rely,
01:00you still have to work extremely hard to create human, compelling engagement.
