December 04, 2007

"Authenticity over Exaggeration"

"In today's media-rich world, traditional advertising models are breaking down. Now, the consumer runs the show.

Successful advertising campaigns today are self-parodying and spark discussions rather than blatantly sell products."

[Source: "Authenticity over Exaggeration: The New Rule in Advertising", Harvard Working Knowledge]

1 comment:

Eamon said...

How does 'brand utility' fit into this, if it does / if there is a connection. Trying explore the merits (or not) of brand utility at moment, any thoughts?