McLuhan introduced that the medium is in fact more important than the message or the content of the message. The nature of the medium, becomes a different message. Hence: the medium is the message.

Don’t be fooled by the title of this article, we can’t stress enough how important it is to get a good understanding of your rivals and how they behave. But, you can’t go looking to create something unique, by scanning the competition, right? Knowing yourself as a company or brand is on a whole other level on the importance-scale.

Stop communicating, start conversating. And sack your communications agency.