How to market brands in a people economy

Tim Stock and Marie Lena Tupot, of New York’s scenarioDNA, explain the concept of ‘embed marketing’, which moves beyond the conventional push/pull theory of advertising and aims to implant the evolving brand within the life of the evolving target audience.

How to market brands in a people economy

Tim Stock scenarioDNA Marie Lena Tupot scenarioDNA

Brand Marketers are in the midst of a fundamental shift in human behaviour and consumption.Getting increasingly more elusiveand enabled by networked personal technology, consumers are moving frommass market to multiplying custommarkets. Today's emerging demographic segments and affinities devalue traditionalconsumer market boxes.

Take, for example, the ubiquitousmetrosexual man or the enigmaticNASCAR dad. There is an unmistakablecall to embed a brand within the fabric oftheir culture...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands