Marketing, as we know it, is failing. Increasingly, CMOs and CEOs are asking for business driving ideas, not advertising ideas.

We're LIVE blogging from the 4th annual Tahoe Snowcial, a one-of-a-kind social media conference celebrating the worlds of digital storytelling, technology and snowsports,Thursday, January 19th, at 4:00PM ET / 3:00PM CT / 1:00PM PT!

Organizations should consider their content reputation as distinct from, but complementary to, their reputation for the products or services they offer.

Technology has given business organisations the ability to engage with the consumer on a personal level, but it also means that the consumer often wears the pants in the relationship — and they decide whether or not to continue that relationship.