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New York City copywriter and anonymous blogger, The Toad Stool, typed up an interesting post about “the real digital revolution.”

The real digital revolution has nothing to do with advertising or marketing. In fact, it’s the mortal enemy of advertising and marketing.
Because the real digital revolution is about consumer empowerment, the ability to research and learn about products and services and make decisions independent of marketing and advertising.

Toad goes on to say, “the informed digital consumer is a threat to any business where there are objective standards for judging the product.”
This whole argument takes me back to brand consultants calls for investment in better products and better customer service. The thought being that even great advertising won’t move the needle for a product or service with a bad reputation.
But what ad agency is in a place to impact these non-advertising areas? Most are nowhere near ready to make this leap; yet, there’s an immense business opportunity for agencies who genuinely care about customers’ total experience with a client’s brand.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.