Owned First

For the past 60 years, marketing wisdom has dictated that paid media – noteably the 30-second TV spot – has had priority over all other aspects of brand building. The limitations of the TV spot have dominated both media plans and the collective marketing mindset. This has led to a state of reductive, or simplified, thinking in marketing, focused on “how can we tell the story quickly” and “how can we reduce brand meaning down to its most singular expression?”

revIn the digital era, people don’t take things on trust. They value real experiences, peer guidance and expert recommendations. In the digital era, the lines between product and service are blurred. Brands that are achieving the strongest bonds with consumers, eg Google and Amazon, have been built without abstract concepts or advertising.

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