Google’s Gopi Kallayil: How to Break Through the Digital Noise

If you want to know how dramatically brand marketing has changed in the digital world, consider the humble Ziploc bag. It used to be that such mundane products were only the fodder of advertising inserts in the Sunday newspaper. But if you search for “Ziploc bags” on YouTube, you will find them there — or, more precisely, customers’ reviews of them — by the thousands.

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