It’s a spectacular feat. Right in front of our eyes, a group of marketers helped build billions of dollars of brand equity on products like Facebook, Twitter, AirBnb, StumbleUpon, Zynga, Dropbox, Reddit and LinkedIn.
Stunningly, these brands were built without traditional advertising, brand partnerships or celebrity endorsements — in less than a decade. And the people who did it blew off traditional marketing for a new set of strategies that felt more like engineering and product development than a Don Draper strategy. But it worked.