Now Reading | The Future of Advertising Still Rests on the Art of Connecting Brands and Consumers
http://www.adweek.com/news/advertising-branding/future-advertising-still-rests-art-connecting-brands-and-consumers-162937
Storytelling still wins. Here is a wonderful little snippet from the article:
Advertising has always been about connecting brands with people. It still is. But today we know a lot more about the people with whom we want to connect and almost every day we’re given new tools to help us make those connections. Plus, now, if we do it right, those folks we actually engage will connect with each other and with all their friends to help us build a whole community of brand fans and activists. We’ve always said that word of mouth is the best medium of all. Augmented by word of Web, it’s even better.
There is a profound divide between creating a buzz and creating a brand.
There’s an important difference between a one-off stunt and an enduring brand story. There’s a difference between an algorithm and an insight into human nature and between mere contact and true connection. Finally, there’s a wide gulf between big data and a big idea.
