ZERO author Joseph Jaffe – Should brands stop buying advertising?
Joseph Jaffe, the author of a new book arguing the controversial position that brands no longer need to spend money on paid advertising, joined Mumbrella editor Tim Burrowes for a live video hangout.
ZERO (Zealots, Entrepreneurship, Retention, Owned assets) argues that the optimal media budget is nothing.
Jaffe is in Australia to speak at a series of events organised by the Conscience Organisation. TCO founder Clive Burcham will also join the hangout.
Jaffe co-authored the book with Maarten Albarda, formerly a senior marketer with Coca-Cola and Anheuser Busch InBev.
ZERO – sounds like the amount of people who will be buying brands if they undertake this approach.
Distinct lack of marketing science here.