Opinions about branding by Dr. Dannielle Blumenthal

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Thursday, March 27, 2014

The Hottest Content On The Web



A kid asks, "What Is My Teacher's Problem With Me," and there are dozens of answers on Quora already.

Many of us are saying the same thing - she's an abusive person, stay away - but there is more to it than that.

The genuineness of the question, the detailed nature of its context, the story and the drama - this is real life and the audience is hooked.

It matters because the future of advertising is not advertising at all. It is community.

Community is very hard to infiltrate. It is by nature suspicious of outsiders.

But if you can somehow make your way through, the payback is huge.

What keeps this scenario from being mercenary is that the rules of social media are known.

That is, we go online to give and to get.

Sometimes the transaction is commercial. Sometimes it's social. Sometimes it's just a shoulder to cry on.

Often it's a mix of all three, or more.

But the fact that such incredibly compelling content exists in one place, makes any boring, cliche-ridden stuff alongside it pale in comparison.

* All opinions my own