Advertising has reached a creative high point, but it's largely failing when it comes to creating brand loyalty, Jonathan Salem Baskin writes. To turn that trend around, advertisers should abandon the desire to entertain in favor of "credibly [informing] better decisions," he writes. "Advertising could give less entertainment and make fewer promises, and instead creatively deliver narrative authenticity and real information, while using data insights ... to better engage their hearts and emotional selves."

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