Culture and collateral
Our industry will split into two types of company, which will set out to create two very different things. The first will work to create culture through campaigns that generate fame, talk-ability and memetic power. The second will create collateral driven by data and the ongoing ability to precisely target and reach audiences in new ways.So, culture versus collateral. That’s the big divide.
I often return to this article. I do so because it is a) a great schema and b) wrong.
You want to be creating culture and collateral. Not always at the same time but always as part of the same strategy. It's the commodity business that you want to avoid.
The fanscaling flywheel:
Attract Attention > Give Gifts > Monetise Mementos
(sense and response | scale and repeat)