Specific is the second book from Adam Pierno, the author of Under Think It
Adam Pierno’s newest book focuses on brands in an environment awash with choice. People have more ways to spend their attention and more ways to ignore things they don’t like. Most mass brands are still operating against a mass message strategy.
People don’t care about brands. They prefer brands over other brands when making a choice. They care about accomplishing a task or fulfilling a need. And they are rarely spending energy thinking about your brand.
Brands that make sense today can learn lessons from pop culture: music, film, memes, social media. Why do creators in these media continue to reach passionate fans and create ideas that spread? The answer is specific.
Hear the keynote
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