Branded content is just the ad industry's latest psychosis

In this opinion piece Eaon Pritchard argues that, at times, the industry slips in and out of a strange state of psychosis, with branded content and social media engagement two of the latest examples.

The term ‘salience’ – in marketing speak – refers to the likelihood that a particular brand will ‘come to mind’ easily in buying situations.

In ‘How Brands Grow’, Professor Byron Sharp uses the term to describe the idea of ‘mental availability’.

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