In the mind of the consumer, advertising will be evaluated the way the consumer evaluates products. It must add something to our lives and identity projects and it must be better than competitor products. In the words of Douglas B. Holt:
“Consumers will look for brands to contribute directly to their identity projects by providing original and relevant cultural materials with which to work. So brands will become another form of expressive culture, no different in principle from films or television programs or rock bands (which, in turn, are increasingly treated and perceived as brands). Brands that create worlds that strike consumers’ imaginations, that inspire and provoke and stimulate, that help them interpret the world that surrounds them, will earn kudos and profits.”
http://www.sfu.ca/media-lab/archive/2007/428/Resources/Seminar%20Reading/holt-brandtrouble.pdf
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