From Mexico City to Paris, I’ve observed how the desire for individuality informs our consumer behavior. From the clothes we wear to the cars we drive, we gravitate towards products that we feel align with and convey to the rest of the world our unique identities. I believe that brands can achieve success by positioning themselves and their products as vehicles for self-expression.

Social media, in particular, can be an asset toward achieving this goal. However, it also poses a challenge for us as marketers: How do we create a storyline that resonates with an ever-growing and diverse audience? My approach is to develop an authentic brand voice and stick with it.