The Decline and Fall of Product Placement

Source: Harvard Business Review

Technology is constantly opening up opportunities for stories surrounding brand experiences to be every bit as compelling — and far more interactive and authentic — than the next Hollywood blockbuster. Instead of product placement — where the advertiser pays to attach a product to someone else’s superior story — I believe we are entering the era of story placement — in which intense creativity will be applied to every step of the customer experience to turn the brand itself into a compelling and ever unfolding story.

Story length: 854 words

Access the full story here. (Also contains 1.02 min video clip of Coca Cola’s ad featuring “The Coke Side of Life” to demonstrate how contemporary brands build “story-worlds.”)

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