In 2001, in his book “The Dream Society”, Rolf Jensen had predicted that the (then) present information-based society will evolve into a society that values the stories behind products and services. According to Jensen, these stories will fill the need for emotional wealth when material wealth has become commonplace. He never used the words “content marketing” but he was there already. Presenting one of the most futuristic marketing books ever written.
And a case from 2014 that proves the point conclusively.
Jensen, was the director of the Copenhagen Institute for Future Studies. Currently he heads the Dream Company.