Advertising is one of the world's most beloved and glamorized industries. Hundreds of books, movies, and even reality TV shows are devoted to it. It consumes billions of dollars a year. But it has a dirty little secret: it is so wildly ineffective that it borders on a global scam. Research proves that almost 90% of traditional TV ads are ignored. Cutting edge platforms like social media fare even worse. In fact, you have a better chance of surviving a plane crash than clicking on a banner ad.
The authors of Friction give you insider access to this scam. Having worked on some of the industry's most innovative assignments, they've seen what truly builds breakout brands. Brands that outperform the competition ten to one.
Intuitively, all brands know a new approach is needed. They know that technology has permanently altered their relationship with consumers. Every day, stalwart brands find themselves losing market share to upstarts that have captured our collective consciousness. Trillions of dollars are spent while brands adopt the newest technology. But they fail miserably because the strategic underpinnings need to change. Great brands can no longer be built by interrupting the audience with paid advertising. It annoys instead of enriches. It repels instead of attracts.
Friction argues that brands don't need a new shiny, technological object. They need a fundamental change in strategy. The book offers a new paradigm for success in a world that's increasingly rejecting advertising. It's the roadmap. It's the why and the how of the new landscape. It provides a system for embracing transparency, engaging audiences, building armies of evangelists and unleashing unprecedented growth.