This is the essential question of everything we plan and do for expats.
+Avinash Kaushik on earning and keeping attention
In his second Provocative Ideas column on Think Insights, Avinash recommends that brands play to the strengths of their identity to capitalize on consumer attention, and direct social media energies into meaningful communication and utility.

Is your brand's social presence devoted to utility, or to getting attention for attention's sake?
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