My mate Ben and I have an article in this month's Media Magazine in the USA.
It's about 'Advertools':
An advertool is a communication channel, created by a brand, which offers in itself a functional utility to consumers.
The idea grew out of two of my ongoing obsessions: to get brands to deliver value as well as messaging and my desire to invent new words.
By providing a specific functionality that consumers find valuable, brands can communicate a set of values or messages to consumers that use it - there is a balanced value exchange.
Can anyone think of any others?
PS. You can download a pdf of the article here: Download Advertools.pdf. If you want.
PPS. I'm the one with the beard. I have a different beard now though.