Brands: We want to be your friend (The Economist)

Answers to jaded consumers:

  • More of the same.
  • Cut through marketing speak.
  • Humour.
  • Disarm with honesty.

“Many companies want to go further and bypass conventional ad campaigns altogether”. The value of “earned media”: responding instead of interrupting.

Going viral is a means, not an end…

“Only in places like Asia and Latin America, with lots of newish consumers, is there a bit more attachment to brands”.

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