Creepy brands: how not to win the internet

by Adam Flynn, D/C brand strategist

In a paper for the Nesson Center for Internet Geophysics, Tim Hwang and Adi Kamdar argue that the declining effectiveness of standard online advertising (admittedly a debated topic) will push further market consolidation, encroachment on privacy, and blurring of lines between content and advertising. These trends, hotly-discussed last year, show little sign of abating in 2014. So, if we are where they say we are, how might organizations and brands best navigate this transition in a way that leads to positive results for all concerned?

The first step might be making sure you’re not being creepy.

What do we mean by that? Well, we don’t mean horror movies, Welcome to Night Vale, or our very own talking Ticket Oak. We mean the real world.

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