1. Proximity!  The desire to get closer to a consumer, to his/her inner circle and natural environment
2. Exclusivity!  The desire to go where the competition is not, and to create some time with the consumer
3. Invisibility!  The tendency towards advertising that doesn’t look, feel or smell like advertising
4. Unpredictability!   The desire to catch consumers off guard, to surprise them, to find a new angle to reach them.

BOO! Media will use these four pillars of alternative communications to drive the market’s understanding of the opportunity that the sector presents, and to clarify precisely how it can play an important role in brand communications strategies.  In the process, BOO! Media will inevitably become known as the thought leaders in alternative communications.

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