When we started Substance, our focus was on the interactive brand experience. Three and a half years later, our focus continues to be on the interactive brand experience, but has deepened to providing strategy, tactics and implementations in creating brands that interact.
People take the paths they want to take, using different channels to achieve their own goals. So if they don't always take the paths we want them to take, how do we build engagement?
Are we being sustainable? We're not printing thousands of brochures, so we're good, right?
Words, photos and videos can't do it alone. Through content, along with interactivity, back-and-forth communication (a.k.a. conversations), context, and reciprocity, the goal is to create useful information... something people care about and serves a purpose.