SlideShare a Scribd company logo
If You’re not paying for it,
        You’re the Product
        (and other stories about brands)




             Jeremy Ettinghausen
                     Creative Director, BBH Labs
“We have to figure out
how to enable stories.”


                           Rei Inamoto
              Chief Creative Officer, AKQA
London Underground advert for McCain’s Guilty Secrets
‘Turning consumers into agents that add value. That’s the puzzle.’
                                                           will.i.am
‘Screening. Interacting. Sharing. Flowing. Accessing. Generating.’
                                     Six words for our time - Kevin Kelly
Screening
Screening
Interacting
Sharing
Sharing
Flowing
Accessing
Generating
SCREENING paid for with ATTENTION
     INTERACTING paid for with ACTION
     SHARING paid for with REPUTATION
     FLOWING paid for with DONATION
   ACCESSING paid for with INFORMATION
GENERATING paid for with CONTENT CREATION
“If you’re not paying for
     it, you’re not the
  customer, you’re the
  product being sold.”
                        blue_beetle
                 Metafilter forum user
Danke!
    @BBHLabs
    @jeremyet

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