{"product_id":"share-of-culture-how-brands-grow-in-the-attention-economy-9798895654330","title":"Share of Culture: How Brands Grow in the Attention Economy","description":"\u003cb\u003eHow progressive marketers build brands in a post-advertising world.\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003eThe rules of marketing and brand building have fundamentally changed. \u003cp\u003e\u003c\/p\u003eWhile traditional marketers compete for diminishing TV audiences, a new generation of brands have stopped trying to buy attention; instead, they earn it. They don't interrupt culture--they become part of it. \u003cp\u003e\u003c\/p\u003eThe most successful brands today aren't necessarily the ones with the biggest marketing budgets. A multi-million-dollar ad campaign isn't worth what it once was, and progressive marketers know that and have adopted different strategies. The brands that dominate aren't just seen--they're discussed. This isn't just changing how brands communicate--it's transforming the very nature of how they're built and what plants them into the public consciousness. \u003cp\u003e\u003c\/p\u003eTesla built a billion-dollar business without a dollar of traditional advertising. Glossier transformed beauty by engaging communities rather than preaching to them. K-Pop band BTS generated billions of dollars in sales by using social media to build an army of fans. \u003cp\u003e\u003c\/p\u003eWhat unites these successes is a shift from competing for share of market to competing for share of culture. \u003cp\u003e\u003c\/p\u003e\u003ci\u003eShare of Culture \u003c\/i\u003ereveals the principles behind their success: How they connect with their audience and get them talking. Drawing on marketing science and real-world case studies, renowned brand strategist Paul Parton outlines a practical model for building brands in the new attention economy where a surplus of goods is mirrored by a deficit of attention, and where conversation is currency.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Post Hill Press\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/24\/2026\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9798895654330\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 272","brand":"Paul Parton","offers":[{"title":"Default Title","offer_id":52284252913845,"sku":"9798895654330","price":18.69,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/files\/img_7e49d8b9-0378-4a96-8c2d-4fbdce9edcb2.jpg?v=1771990374","url":"https:\/\/pastforward.org\/products\/share-of-culture-how-brands-grow-in-the-attention-economy-9798895654330","provider":"Past Forward","version":"1.0","type":"link"}