In Ad Age, Tara DeVeaux argues that brands can build deeper loyalty by borrowing from entertainment's approach to story, audience, timing, and cultural participation.
The piece frames entertainment thinking as more than attention grabbing. It is a way to create ideas people want to spend time with, return to, and share.
DeVeaux connects that mindset to long-term brand love, encouraging marketers to think beyond campaigns and build worlds, behaviors, and relationships that can grow over time.
Read the original article