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The Brain Sell by David Lewis

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10The Marketing Power of Mobile Media

Business as usual is a death sentence for any brand that wants to communicate via social and mobile channels. Consumers… have endless channels of communications that they know better than you do to check up on the truth of any claim. And they probably never trusted you much in the first place anyway.

Steve Smith, Mobile Insider columnist1

At a press conference on January 27, 2010, Steve Jobs spoke of his hunch that Apple just might be on to something with its newly launched iPad. That turned out to be the understatement of the decade. Within three years, more than 200 million units had been sold worldwide and the company was predicting a billion more sales over the next five years. The effect of the iPad ...

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