Monthly Archives of ‘februari 2010’


Why advertising is a failure?

“Advertising is a failure. When you don’t have that good relationship, then you have to advertise…”.

An interesting plea by Jeff Jarvis, new media expert, writer and proffesional blogger, on how the internet has changed the consumer and its effect on global brands. He seems to forget that most global brands are using advertising in a less traditional way, such as by creating a personal relationship with consumers like Innocent drinks (part of Coca Cola), embracing consumer needs and insights like Nike or WOM like Apple and using new media to their (and the consumers) advantage….