Packaged goods companies are well known for their marketing discipline and not the place you’d expect to hear a CMO express the need for “tolerating a lot more chaos and ambiguity in the culture and the way we work in order to get to the good stuff.” But that’s just the starting point with Eric Reynolds, who among other things advises against using influencers on a broad scale and believes that unless your brand gets talked about via the “holy trinity of the brand story, the message, and the content” then the idea isn’t big enough to cut through.