Friction Fatigue: What the Failure of Advertising Means for Future-Focused Brands

by Paul Dyer

Google and Facebook changed our way of life. With this transformation, they unleashed a wave of disruption that handed unprecedented power to Big Advertising. Consumers paid the price as their lives were interrupted and intruded upon in ever-more invasive attempts to sway opinion and drive sales.

Now, this friction has reached a boiling point. Consumers are fighting back with ad blockers, ad-free subscriptions, and calls to regulate Big Advertising’s overreach. Marketing today — and tomorrow — will be on their terms. As a brand marketer, are you ready to deliver?

Marketing expert Paul Dyer has helped dozens of leading brands stay ahead of the curve and navigate the rocky media landscape of the last two decades. In Friction Fatigue, Paul shows you why advertising is broken and provides a frictionless marketing framework to help build your brand in an era in which advertising is no longer the answer. With a new wave of pandemic-accelerated disruption, you’ll learn how to gird your business against competitors and lead the pack with fresh marketing strategies. Featuring behind-the-scenes stories and expert insights, this book is your chance to prepare for a future in which the consumer rules.

Audible Audio

Published September 23, 2021

About the author

Paul Dyer has also published as Thea Hamilton Reyd.

Reviews

[Trista Morrison · Rating 5 out of 5]

For my whole life, I have considered myself a storyteller. Until I read this book and learned the concept of story-making. THAT is what I think I truly am, a storymaker. If you work in communications, marketing or advertising, I strongly recommend this book. It urges companies to abandon the old concept of disruptive advertising in favor of actually doing things that are worthwhile and then sharing that work with your audiences. Seems simple - but I think it’s sadly quite rare.