Relevant vs. Possible
In this interview, Russ Klein, Former President of Global Marketing for Burger King, says he believes that advertisers should distinguish between what is relevant and what is possible for a particular platform. Rather than try to make everything possible on a single device, find out what the consumer considers relevant for that device. He believes that too much convergence actually diminishes innovation, since updates must address all functions, rather than doing one very well.
“I think we're seeing a lot of experimentation around which platforms can be converged around the most utility for consumers, without going too far.“
- Russ Klein
- Published September 2010