JJTV #136 - Access vs Assets

I found this deep in the JJTV vaults and given my lengthy absence, thought it was opportune to upload and resuscitate!

The central idea is about assets vs access. The way the world used to work, brands would need to buy access to consumers through middlemen i.e. the media.

They also never really had assets in the form of content, which is why they needed to sponsor and subsidize existing content.

With the dawn of new media and social media, brands were now able to go direct to consumers i.e. direct access or what I call "Direct to Consumer".

In addition, brands have found new access to assets in the form of sponsorship, tickets...but more importantly access to the ultimate asset i.e. the brand and the people behind the brand.

Arguably - through consumer generated content - brands have also been able to dabble in asset creation and management...but at the end of the day, it's always going to come down to access vs assets.

What do you think?

Category:

People & Blogs

Tags:

• Access
• Assets
• Consumer Generated Content
• Brand Building
• Joseph Jaffe
• Jaffe Juice
• Jaffe Juice TV
• JJTV
• Thought Leadership