“Attention has flipped. It’s no longer optimal for brands to just demand it. Attention now must also be earned. It’s about relationships over reach.”
Brands increasingly need to rely on authentic influencers (or develop their own) and create ongoing franchises in order to successfully market their wares.
This Ad Age article from Steve Rubel explains the need for faces and franchises in the platform age and credits it to three cultural shifts: an inversion of influence, the upending of attention, and the rising importance of distribution over content creation.