09/04/2013 01:04 EDT | Updated 09/04/2013 01:36 EDT

Dx3: Brands Must Build Relationships With Their Customers (VIDEO)

Mitch Joel of Twist Image doesn't hedge when he speaks about the most important challenge facing companies in the digital space. If you want a relationship with your customers, do not make it a one-way deal.

"We live in a world where people are searching for +1s, follows and friends and likes and all this stuff, but they really don't have the relationship. I think the win in digital is actually being able to build a relationship," he said.

"How do we take the brand essence, the brand narrative, and tell that story."

Watch the full interview segment above.