Marketers have traditionally spent a lot of their budget on obtaining airtime or its equivalent in various media. Exposure was deemed to be the direct route to attention and maybe interest.
Purefold suggests the provocative alternative of focussing one's budget on acquiring as big a share of the "storyspace" as possible.
Their stories are creative-commons-protected, crowd-sourced ideas centred upon subjects suggested and sponsored by businesses. Yours don't need to be. But you do need to have stories around which a crowd will congregate.
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