The title of this issue comes from UK artist Dido and her second album, “Life for rent”. OK, so I may again be stretching the definition of ‘classic’ album, but it was a hot seller back in 2003, and there is a line from a track on the album that speaks to the theme of this issue.
And the theme of this issue is the decision marketers need to make about building an audience on ‘rented’ land, like social media platforms, Medium and LinkedIn, or take the long road of building an owned digital channel.
The inspirational lyric:
But if my life is for rent and I don’t learn to buy Well, I deserve nothing more than I get ’cause nothing I have is truly mine
Life for Rent – Dido
See what I mean with that lyric?
If you are building a brand on someone else’s platform; nothing you have is truly yours.
We have some fantastic insight from our house band of marketing writers and CMOs, plus we spin the dial on the interwebs for The Sample and get some different views on the rent vs. build conundrum.
Is there a better example of the theme of this issue of renting versus building in marketing? Although Quibi owned the land, they didn’t own what they put on it, and it seems they’ve danced their last dance. …