Great summary of the biggest divide in marketing.

At Iris, we think of it as ‘Demand Creation’ vs ‘Demand Collection’.

In reality brands need an ecosystem where brand communications also drive acquisition/sales. But this joining up of the whole thing is not straightforward, especially in a world where they are often live in two different places in the building — or sometimes not even the same building.

Also, as you say, the platforms we are offered to build our brands are so meagre (hello Facebook!). A 6 second view is barely more than a banner ad.