Audiences are human beings who crave meaningful connections in all aspects of their lives, including brands. For brands to form lasting connections, they need to connect with consumers in a way that creates resonance and demonstrates empathy. For this to happen, they have to first listen to the signals, understand their consumer and then communicate. In other words, they have to build comprehensive profiles of their audiences and communicate with them based on that information. Today, more than ever, brands have the opportunity to do so as consumers are sharing a tremendous amount of data about themselves by being connected all the time. Adding to this is the fact that technology can now
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