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David Edelman, McKinsey & Company

David Edelman, McKinsey & Company

David C. Edelman is the Global co-leader, Digital Marketing and Sales Practice, at McKinsey & Company.

Who’s your brand’s Editor-in-Chief?

Five ways to evaluate influence without using Web site graders

Macy’s mBlog offers “news, reviews, magic and more,” Target’s got an online style monthly, and L.L.Bean promotes “Share Your Story” where customers emote about its products. If you’re a retailer and you’re not generating a non-stop flow of customized, interactive content, the writing’s on the wall: Publish or perish, says David Edelman.

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