Why debranding is the future

As advertising loses its impact, brands are looking for new ways to win people over. The latest effort has been to publish stories that look and feel journalistic. The key strategy being to hide the commercial imperative, and even the brand altogether, so that readers think they’re consuming a familiar newspaper or magazine.

This isn’t a long game. Hiding your true colours is never wise, and it’s also misleading to use a totally different set of qualities – good stories – to sell a product that has nothing to do with these qualities. Hiring a top filmmaker won’t improve the quality of your energy drink. Branded content complicates an already complex world driven by hidden agendas. And what about the stories no one wants to hear, stories incapable of selling something? People are more likely to follow a delirious brand instead of connecting with real people and real-world problems.

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