Befriending brands

I was reading the other day that kids these days (teens and 20s) are very sophisticated when it comes to ads. They don't want to be sold stuff. 

Maybe the days of ads selling products will end shortly, if they haven's already. Now we need to sell brands and what we communicate is the brand's point of view and sentiment. When we connect with that sentiment/ share that point of view, we make friends with the brand.

But then again, maybe the days of advertising as we know it is over. I read this stupid article on Time.

People have choice, they can watch anything they want, they're not gonna watch stupid ads anymore. It's not a matter of switching the tv off during ads, people aren't gonna switch the tv on at all, coz the ads are annoying and the selection is so limited. 

Everything is changing. The new world of media business is being shaped as we speak. Everyone needs a new business model to cope with this blady 2.0 generation, but we don't quite know what it is yet. Now that is funny.