Why aren’t all companies embracing the fighting friction strategy?

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Jeff Rosenblum (Author & Co-President of Questus)


Jeff Rosenblum discusses a well-known food company as an example of an organization that has failed to understand that many people are no longer watching traditional advertising on TV or on other media. He talks about how research shows that many people now simply look away from TV advertising to engage with their mobile devices until their show returns. Rosenblum provides his view that organizations need to understand what consumers want and expect from branding efforts.

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About Author

Jeff Rosenblum

Author & Co-President, Questus

Jeff Rosenblum is an a 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 Disruption.

Interviewed By


Vaishali Jain

Vaishali Jain

Sarder TV Journalist, and Former Bloomberg TV Journalist

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