Armano To Marketers: Do Something Useful

David Armano, VP of Experience Design with Critical Mass, writing in Adweek says, “Many advertisers aren’t focused on building the digital applications that people want to use; they’re focused on somehow cramming marketing into them.”
Armano’s way out of the forest:

1) Usefulness.
2) Utility.
3) Ubiquity.

He calls them the “Three U’s of Advertising in the Application Economy.”

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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 at Bonehook in Portland, Oregon.