digital media isn’t mass media for cheap

09 Mar, 2009 • posts i've written • 2 comments

The truth is, most brands use the web in superficial ways. And our favorite place is becoming littered with pointless Facebook apps, ‘viral’ videos and widgets (whatever those are). Brands chase hits because they fundamentally ‘misunderestimate’ the power of this medium. They look for whatever sounds popular, hoping for rapid and mass adoption; the kind of curve they’re used to seeing through TV advertising.

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And really, this deck is just an appetizer for Mike’s latest thoughts on desire paths. Give em both a read.