The age of less: How brands are built in the digital age
The Admap Prize 2014
This essay was the Gold Award winner of The Admap Prize 2014.
For more information visit the Prize page.
Many brands apply old marketing techniques to digital media, with invasive messaging often laced with emotion in a vain attempt to engage positively. But we don't need advertising to fulfil our emotional needs and we don't want to be bombarded with brand promises that can't be met. Instead, they should look to the likes of Whole Foods Market, trader Joe's and innocent and build their brands through honesty and restraint.