Posts Tagged: House of Vans

The quest for permanence

Brands should build monuments to their proposition, says Alex Smith, planning director at brand experience agency Sense.

Marketing has a general transience; a temporary nature. Perhaps this is a hangover from media buying, where paying for ad space is essentially an act of rental; of artificially inflating something that couldn’t sustain itself. Therefore, it’s natural to assume that marketing couldn’t possibly last.

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