Brands today have the ability to develop a direct relationship with customers like never before, says Twist Image President Mitch Joel. It's this growing opportunity that can help major brands develop what he calls "engines of loyalty" with the consumer.
"The challenge with that, is that we have to move ourselves, as marketers, out of the advertising-only mindset," explains Joel. "I think that we are struggling with it."
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Watch the full video above to hear Joel explain where he feels the solution lies. Joel was speaking at the AOL On Conversation Studio at Dx3 Canada 2014, held in Toronto from March 5-6, 2014.