Whole Brand Thinking™ on Advertising.

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What trends, themes, surprises, or disruptions have you seen in Advertising in the last 12 months? 

We would be silly not to acknowledge how the economy impacts our industry and creativity this year. It's the biggest "trend" we are seeing. Budgets are shrinking and shifting toward lower funnel tactics. We are seeing a migration away from organic "content" and more emphasis on ROI in everything.

What does it mean for aspiring whole brands? 

While this trend might threaten the idea of building a whole brand, it strengthens the case for their necessity. As our paid dollars retreat, everything a brand does matters more.

Advice for whole brand thinkers on Advertising: 

  • Truly investigate your brand's spectrum.

  • Ask if everything your brand is doing serves your core idea.

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