When telling your story, technology has made it easier to do lots of things: huge social media push, PR campaigns, TV ads, radio ads, blog posts, marketing to influencers; the list is endless.
Increasingly, great brands are doing one thing, brilliantly.
Create one great video with the right message.
Create one brilliant PR campaign.
Target the right influencer and get it done.
When one thing is done brilliantly, surprisingly the rest of the channels will follow.