What is it: The article outlines a shift in advertising, where marketers move from inundating consumers with the ‘brand’s story’ to marketers “helping consumers tell a story to other consumers”. The article suggests this leverages a shift from a consumption-based society to a non-consumption-based society, where consumers need new ways of showing status:
“As more brands (have to) go niche, and therefore tell stories that aren’t known to the masses, and as experiences and non-consumption-related expenditures take over from physical (and more visible) status symbols, consumers will increasingly have to tell each other stories to achieve a status dividend from their purchases. Expect a shift from brands telling a story, to brands helping consumers tell status-yielding stories to other consumers”
Why is it cool: As a way of pulling together a few current trends, it’s a fascinating read. But whether you agree this is the natural outcome, it certainly suggests a completely different way of engaging with marketing communications.
Where to find it: here!
Submitted by: John Cucka