Share of Culture
How Brands Grow in the Attention Economy
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- Publisher's listprice GBP 16.99
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6 493 Ft
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Product details:
- Publisher Post Hill Press
- Date of Publication 23 April 2026
- Number of Volumes Trade Paperback
- ISBN 9798895654330
- Binding Paperback
- No. of pages272 pages
- Size 209x139x17 mm
- Weight 250 g
- Language English 700
Categories
Short description:
How progressive marketers build brands in a post-advertising world.
MoreLong description:
How progressive marketers build brands in a post-advertising world.
The rules of marketing and brand building have fundamentally changed.
While traditional marketers compete for diminishing TV audiences, a new generation of brands have stopped trying to buy attention; instead, they earn it. They don’t interrupt culture&&&8212;they become part of it.
The most successful brands today aren’t necessarily the ones with the biggest marketing budgets. A multi-million-dollar ad campaign isn’t worth what it once was, and progressive marketers know that and have adopted different strategies. The brands that dominate aren’t just seen&&&8212;they’re discussed. This isn’t just changing how brands communicate&&&8212;it’s transforming the very nature of how they’re built and what plants them into the public consciousness.
Tesla built a billion-dollar business without a dollar of traditional advertising. Glossier transformed beauty by engaging communities rather than preaching to them. K-Pop band BTS generated billions of dollars in sales by using social media to build an army of fans.
What unites these successes is a shift from competing for share of market to competing for share of culture.
Share of Culture reveals the principles behind their success: How they connect with their audience and get them talking. Drawing on marketing science and real-world case studies, renowned brand strategist Paul Parton outlines a practical model for building brands in the new attention economy where a surplus of goods is mirrored by a deficit of attention, and where conversation is currency.
