way of working. The second half is about replacing the old way with something new, developing marketing strategies that include all the possible digital capabilities. At the center of the digital shift that you describe is customization, using digital technologies to target specific needs at a specific moment in time. Companies today understand how to use personalized messaging but they usually only apply it to e-commerce. When they try to apply the same way of thinking to branding, they don't really see how you would create personalized, one-on-one branding. This is because they go too far in terms of personalization. What's important is that the message feels a little bit more personal but it doesn't mean that every individual gets their own ad. Think of product customization - for example, " The biggest challenge is that we still use measurement systems that were suitable in the past but no longer work with the new digital realities. " to help the participants break out of the old the Adidas shoe. You can customize a few colors here and there to make it feel like your personal shoe. But you don't customize the entire shoe. I think that's how you should think about the personalization of brand advertising. It's just one step more personal, so it feels personal. I try to apply this thinking in my workshops by having advertisers define two types of people who are complete opposites but who are both important to their brand. If you do this, suddenly it becomes very strange that everybody gets the same brand message at the same moment. For example, a company selling smartphones may want to define one target as the tech geek, someone interested in 65