Can you explain the concept of friction in marketing and advertising?

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Jeff Rosenblum (Author & Co-President of Questus)


Jeff Rosenblum defines the concept of friction as it applies to the daily lives of consumers. According to Rosenblum, anything that gets in the way of an individual’s ability to accomplish their goals or dreams from mundane every day needs to more lofty objectives, qualifies as friction. He offers his belief that brands need to reduce this friction and remove barriers from people’s lives if they want to become passion brands and develop product evangelists.

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About Author

Jeff Rosenblum

Author & Co-President of Questus

Jeff Rosenblum is documentary filmmaker, industry disruptor, and Founding Partner of Questus, a digital marketing agency that has worked with some of the world’s most influential brands including American Express, Bloomberg, Capital One, Discovery Channel, Disney, Driscoll’s, General Mills, Ford, ESPN, Suzuki Motorcycles, The NFL, Universal Orlando, Verizon and more. Jeff wrote and directed The Naked Brand, a groundbreaking documentary about the advertising revolution, and has garnered some of marketing’s most prestigious awards. He is also the author of Friction: Passion Brands in the Age of Distruption.

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