If you had asked me a few years ago what I thought of TikTok, my response likely would have been something like, “You mean that dancing app? Meh.”

Spending time, money and effort to build brand equity for your company—whether you own, run or work for one—is a critical and substantial investment.

You’ve been ghosted. I’ve been ghosted. We’ve all been ghosted. I’m not afraid of no ghost, but I am definitely perturbed by them.