Share of Culture: How Brands Grow in the Attention Economy

How progressive marketers build brands in a post-advertising world.

The rules of marketing and brand building have fundamentally changed.

While traditional marketers compete for diminishing TV audiences, a new generation of brands have stopped trying to buy attention; instead, they earn it. They don’t interrupt culture—they become part of it.

The most successful brands today aren’t necessarily the ones with the biggest marketing budgets. A multi-million-dollar ad campaign isn’t worth what it...