It’s The Information Economy Stupid

“The single biggest explanation for fragile brands is the swelling strength of the consumer. We’ve seen a pronounced jump in the amount of information available about goods and services. It’s not just bellwethers like Consumers Union and J.D. Power, established authorities that unquestionably shape people’s buying decisions, but also the crush of magazines, Web sites, and message boards scrutinizing products.” -James Surowiecki, staff writer for The New Yorker, and author of The Wisdom of Crowds writing in Wired
In short, this is why I suggest that brands make friends with their customers. To do this, they need to conduct multiple ongoing conversations. Think of it as a party, this new world embracing the customer.

About David Burn

Co-founder and editor of AdPulp. 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. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. I was just talking to someone about my experience when I grocery shop. I came to the realization that I do not have much brand loyalty. Instead, I am more motivated by lower prices. Of coarse, the fact that I’m out of work contributes to this as well.