The Media Advantage (Paperback)

You would not be reading this if you were not interested in creating, or at a minimum contributing to, a total reimagination of how brands should behave in a new world, one that asks an essential question: what if you could no longer advertise? We're on a globe without a map. Or perhaps we are in a snow globe. Wherever we are, in order to navigate the new world, you have to first face the multiple facets of "non-ad" value that give a brand its true meaning, from purpose to packaging and distribution to content creation and partnerships. The next question to ask is this: how can you create new customer benefits through brand behaviors, rather than interrupting them with ads? Envisioning such a place -- which will disrupt our industry -- requires us to reframe marketing entirely. This book shows you how.