A while back Faris put together a great post on the new model of communication between brands and consumers. He labelled it his zero sum idea. He’s now crafted an article for Adweek called The New Quid Pro Quo.

“Today, in response to an aversion to advertising, some of the world’s leading brands have begun to craft an entirely new model for communications to help them earn the right to talk to consumers. They’re doing this by making their marketing valuable, developing brand communications that deliver a genuine service value to consumers, free and with no strings attached.

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