Marketers must get out of the cycle of chasing campaign oriented capabilities in every emerging digital channel. In order to succeed, marketing departments themselves must evolve. They must not only describe the value of the product or service for sale through various campaign-focused digital content islands — such as social, mobile, or other channels — but also create differentiated experiential value that is separate and distinct from that product or service, and seamlessly integrate the physical world with the digital one.
This paper identifies three skill sets — or "graces" — common to brands that outperform others in this evolution: charm, beauty, and joy. These brands are charming customers with highly orchestrated experiences, deriving beauty from the meaning of data instead of measuring its quantity and rediscovering the joy of marketing strategy by organising around agility rather than speed.