As I was walking to work this morning, I had a thought.
What if every single brand in Australia that currently talks (or even shouts) at its audience with television advertising, turned to entertainment and conversation instead.
Does anyone know just how many advertisers that would be?
We'd be swamped with witty brand repartee and genuine responses to our gripes. We'd have games coming out of our ears and reality TV burning holes in our eyes. User generated content would be waking us up in the morning, and provenance documentaries would be sending us to sleep at night.
As brand entertainment further encroaches on marketing, ideas like Spreadable Media (thanks Faris) and the Natural Selection of Interesting (thanks Laith) will become increasingly important.
Ensuring you're delivering against a consumer need will be just as paramount.
And enabling your audience as curators, consumers, creators and conversationalists should be a no brainer.