Intimacy and Emotion are the key to reaching an over communicated audience or consumer. Why are some brands like Netflix and Amazon beloved while others like Comcast and Walmart are despised?
The perception of whose side they are on.
Netflix is on my side. They let me watch whenever I want, as much as I want and in whatever increments I want. Comcast is always pushing me around. They are not on my side... in the over communicated world this perception is EVERYTHING.
Radio and audio entertainment have a huge advantage in this area, which has largely been left unused. Radio and audio are the most intimate and emotional of all media.
