NOV 2013 / The sequel to Instan Icon - Tilbage Til Virkeligheden (Back to Reality) – is out.

JM Skibsted and Rasmus Bech Hansen break marketing taboos:
Advertising is becoming impotent. The digital revolution leads us in a direction where everyone has the potential to know everything about a company or product. It is from this that the basic premise and focal point of this book is derived: Increased brand value equals increased user value, which then again equals extraordinary product value.
Companies that are spending money on stuff that does not directly increase value for the target group will become less competitive than companies that invest in the right product.