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Earned vs.
Spurned
The Market Correction in
Brand Communications



Digital Marketing
Antony Mayfield
25 April 2012


@amayfield | @brilliantnoise
Challenge
conventions
We live in an
age of
reason.
Challenge
that.
In what year
did seeing a
doctor
improve your
chances of
living?
1905.
You might as
well have
visited a
witch doctor
Experts
fumble in the
darkness
Economists
Regulators
Commentators
Analysts
What about
marketing?
A funnel thing
happened...
A distorting
model.
Twisting spending
& thinking
Spurned
media
The dark matter of
metrics
The correction
starts at 20%
Marketing by
management
consultant
How to
challenge
conventions
Customer experience
models
Social Business
Boldness
Integrate
Earned Media
Now is a
good
moment to
challenge
convention
Ta-dah!
Further Reading and notes at:

@amayfield
brilliantnoise.com

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Earned vs. Spurned: The Market Correction in Brand Communications