Branding is a whisper

Advertising is a shout. Branding is a whisper.

Shhhh. Longtime futurist and author Faith Popcorn warns that optimism is passé and brands that trumpet their benefits are hopelessly out of tune with consumers who are sick and tired of marketing's noise.

The founder of 33-year-old consultancy BrainReserve, Popcorn explains why she advises marketers such as Target, GE, McDonald's, Tylenol and Nabisco to build their strategies around whispers and honesty rather than hype and shouts.

But is asking brands to act softly asking too much?

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