To fail in advertising is to assume that advertising helps products find audiences, when it actually helps audiences find products.
Advertising helps people find what they are looking for.
If you don’t know what people are looking for, you have to make it seem like they are looking for what you are advertising.
“Don’t give the audience what they want, give them what YOU want. I feel that we are all the same and to give an audience what they want, is quite condescending. I don’t want to condescend people, I treat them like my friends, and I guess that is a shocking way to behave in this world for some people. I don’t go: ” – I’ll give people what I don’t believe in, just to amuse them.”
It’s intriguing to consider the implications this has for digital marketing strategies.