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COLOUR THEORY

May 09, 2016 - City A.M.

BRANDS are not what marketers say they are anymore. They're what consumers say they are," says Jose de Cabo, co-founder of visual marketing platform Olapic. "User-generated content performs better than brand assets because it is more authentic."

Launched just as Instagram was starting out, Olapic uses software to root out hashtagged photos and videos from Instagram, Pinterest and Twitter which showcase a brand being used or enjoyed, then repurposes that content to engage customers and boos...