Identity

How do you identify yourself in the world? If you’re a marketer or an entrepreneur, identity is the cornerstone of your brand or business. It’s the operation, customization, analytics. It’s everything.

But, if you’re a customer, identity is really who you are—a human being. Identity is not an email, a browser, or an affinity category.

Your customer lives offline and online all at once, in an increasingly connected world.

And, in a connected world, identity equals trust.