Why the Smartest Brands Are Becoming Media Companies

"People don't remember ads. They remember stories that reflect who they are and what they value. Attention isn't bought anymore; it's earned through meaning, emotion and sustained narrative. We are living through the age of brand-built entertainment. This is not a marketing trend, and it is not a creative fad."

"For decades, brands relied on repetition and interruption. You bought media, you pushed messages and you hoped frequency would do the work. That model is breaking down because attention has fundamentally changed. Audiences are more selective, more distracted and far less tolerant of anything that feels like an advert. The moment something feels transactional, people scroll past it. As a result, brands are struggling to sell to their customers in the normal way."

Audience attention has fundamentally shifted: people are more selective, distracted, and reject transactional advertising. Repetition and interruption no longer secure engagement, so traditional ad frequency is breaking down. Brands now compete with entertainment, culture and story rather than only with competitors. Effective brand engagement requires emotionally resonant narratives that let audiences see themselves, sustained hooks, and recurring characters. Mobile-native formats—vertical dramas, short-form series, mini dramas and episodic storytelling—fit contemporary consumption with short episodes, strong hooks, emotional continuity and returning characters. Persuasion depends on earning attention through meaning and narrative rather than buying it.

Read at Entrepreneur