Rethinking Consumption: Should I Use the Same Tools as in Commercial Advertising?
Growing up in the 80 in Israel I had all that I needed, but very limited variety in every consumption category. There were many products but not a lot of brands. Years later, when I joined the advertising world, most of my clients' briefs were true innovations to the market. However, as time went on - most of them became only pseudo-innovative – new flavors, packaging, usage etc. But true innovation moved from marketing to technology, and especially to non-tangibles. Consume