This thing is great.
Like most great advertising decks/books/talks/blog posts, it takes what we already suspect and does a good job of articulating it, backing it up and bringing it to life. In this case: brands don’t matter in people’s lives, they aren’t paying attention, they won’t ever be devoted to one brand, so you need to make interesting things to get their attention.
There’s a lot to love here. But my favorite slide is the one where he quotes Paul Adams from Facebook:
Heavy “immersive” experiences are not how people engage and interact with brands … Heavyweight experiences will fail because they don’t map to real life.
I’m going to suggest having this tattooed on the back of everyone’s eyelids at new hire orientation.