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Can't Buy Me Like

 
The Chaos Scenario

Can't Buy Me Like

In the good old days, when mass media were still massive and DVRs did not exist, it was easy for marketers to operate. Reach + clever messaging =(ed) influence. Alas, those days are gone. The digital revolution is in the midst of destroying mass marketing. But at the same time, it has empowered human nature. Digital tools -- from Google, to social media, to AdBlocker Plus -- enable consumers to have relationships with brands based on exactly the same criteria as have governed human relationships for all of history. Brands are now judged and adopted -- or rejected -- based not on their slogans but on their conduct and values. There is no longer any reason to try browbeating consumers with ad messages -- because the consumers aren't listening. What they're listening to is their friends, family, neighbors, colleagues and often total strangers. From now on, successful marketers must cultivate individual relationships and aggregate them at scale. Can't Buy Me Like explains how.

 
 
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