Hasta La Creative!

I have a mantra when it comes to marketing: Brands don’t influence people, people do.

In today’s complicated media mix, it’s imperative we embrace the art of messaging as a form of popular psychology, not as a fusion of “industry standard” tactics. That’s not to say it’s not our job to sell stuff. It is. Rather, progressive marketing acknowledges the wildly advanced state of mind today’s consumer possesses and, furthermore, pays respect to it.

The sophistication of the millennial generationthe largest and most diverse everis something few agencies, and even fewer brands, want to acknowledge. Not only are we not smarter than them, we’re falling into rhetorical pits that they’ve dug for us. The biggest example of this is what we can call the “authenticity” trap.

Continue reading at AdAge.com