This slick volume by digital ad agency execs uses elegant typefaces to dress up a serious critique of modern marketing: Most ads don’t work, and brands must adapt.

Jeff Rosenblum, advertiser and author of “Friction: Passion Brands in the Age of Disruption,” joined Bold Business to talk about the disruption of the advertising industry. Jeff defined friction as anything that gets in the way of your accomplishments. He continued that brands are most successful when they “fight friction” and make their consumers “brand evangelists.”

According to Jeff Rosenblum, author of Friction: Passion Brands in the Age of Disruption, the brands that inspire love at an almost irrational level outperform the competition as much as 8 to 1 over a 10-year period.

Broadcasted from the New York Stock Exchange, Jeff Rosenblum defines passion brands on Cheddar TV.  "A Passion Brand is a brand people love at an almost irrational level. It's the brand that gets tattooed on customers' arms. It's the brand that charges exorbitant prices, yet produces unwavering loyalty. They do this by helping their customers fulfill their dreams and aspirations." 

United Airlines took a public relations last week when they didn’t allow passengers wearing leggings onto a flight. It felt like the internet pointed all of its vitriol at United for an entire day.