5. ”Consumers have changed. They no longer respond
well to being told what to buy or what to do. They are
well-informed, empowered and socially connected.
They choose the brands they give their money to, and
trust them to engage them intellectually and to do so
with authenticity.”
AdAge Future of Advertising Report
14. Their world of
interests and
needs
Our world of
products and
services
I want to fulfill
myself!
We want to sell!
15. ”Being honest is
what counts.”
”Make the ordinary
extraordinary”
”Your job is to make an
audience as excited and
fascinated about a subject
as you are”