How The Expectation Economy Could Help Brands Move On From Ad-Dominated Marketing

The earliest statement of the expectation-economy argument on this site. A customer's opinion of a brand is formed across every interaction they have with it, not by the campaign, which makes the CMO responsible for all of them rather than for the advertising alone. Customer experience management is proposed as what organises that responsibility.

“The power of advertising delivered through media alone may be diminished.”