Brands as product offerings

+ An interesting article on the future of advertising and making more branded services rather than just boring old content.

"Content can be a product," said Torrence Boone, president of Digitas, Boston. "We're thinking less about messaging today and more about content.

"I think the market is moving towards consumer advocacy, but the key is giving consumers a broad range of options through digital so they can get exactly what they want from a brand," Boone added.