Let's hope brands recognize that the true power of this technology is not its reach but its ability to communicate substance that adds meaning to our lives. Otherwise brands will be investing in technology that consumers simply won't buy.

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Today 80 percent of all the oil that comes out of the Gulf is from 1 000 feet or more and today almost a third of it is more than 5 000 feet below the surface. What hasn't happened is the safety and the ability to respond to a negative event such as this blowout has been far outrun by the technology of drilling itself. We need to close that gap.