There Are Cash Registers In The Brave New World

Paul Isakson is in the branded utility camp. So am I, but allow me to point out the most important word in the passage below:

As an industry, we have to stop just looking for ways to “build brands” through messaging and start looking for ways to actually help people have better days and build better lives.

The key word is “just.”
Change isn’t as black and white as various change agents sometimes proclaim. It’s a gradual process where old and new co-mingle and overlap.
As I’ve said in other recently published posts, “messaging” isn’t dead, sick or necessarily a bad thing. It’s just (there’s that word again) that messaging can’t be a progressive company’s sole marketing effort.

About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • Tom Asacker

    And here is where we are in 100% agreement. So can agencies quickly move beyond the “just,” because clients need them too?

  • David Burn

    I don’t see the agencies of old caring too much about branded utility or social media, for that matter (not enough money in it). But that’s okay, because a new breed of bootstrapped, light on their feet communications collectives are rising to meet the challenges ahead.