This article was originally published on reverb, Drake Cooper’s reflections on advertising, creativity, and trends. Read more.

Baked In

New book from Alex Bogusky /John Winsor. Hit the link for a nice summary.

What’s the best evidence that traditional advertising is no longer necessary for a new company?

Look at Zappos. Instead of focusing on traditional advertising to engage customers with Zappos Tony Hsieh focused on building an incredible internal culture, one build on redefining customer service. By doing anything for their customers, Zappos created wonderful stories that their customers could share. Social media only poured gas on the fire by making it easier for customers to share their passion with the world. Why buy ads when your customers are so happy they tell their own stories?