The challenge of traditional channel based advertising is that it tries to transform one brilliant brand idea into the widest possible story told in the shortest and most time efficient way.

Unfortunately this has become a very accepted way of doing things.

But, since the best way to relate to and connect with customers is to understand and communicate through their individual STORIES, the traditional mindset will never become better than the brand’s broadcasted ONE (story).

Social media ads lubricant to the status quo, it allows for customers own stories to become part of the brands “bigger idea”:

“There is a big difference between how ONE brand chooses to communicate to EVERYBODY compared to how ONE participant in ONE situation chooses to communicate to others in the SAME situation.”