Watching TV or spending a week on a sandy beach is relaxing, but not fulfilling. Neither experience is involving, nor will we feel entertained and relaxed for any longer than a few hours, if not minutes after it ends. We find fulfillment in creating and discovering new art, which is no longer the exclusivity of elitist galleries catering to a few well-heeled, overly-educated, individuals. Indeed, art has become more accessible and is now omnipresent in our daily life and through social media. Here in lies an opportunity for brands.

About two years ago, we wrote about Amazon’s growth as a advertising platform. At that time, more than 70% of online ad revenue was going to Google and Facebook. And while there still is no imminent threat to digital’s big duopoly, a new Forrester report points to some trends that show brands are moving from testing Amazon as a channel to implementing always-on strategies.

In a fantastic piece called Meaning Powers a New Era of Brand Strategy, Dr. Martina Olbertova reminds us that, “Brands aren’t just vehicles of branding products, services and experiences. Their primary business is meaning exchange. The primary goal of a brand should be to help people maximize their inner potential and become more of themselves.”