Macro friction is at the category level. Micro friction is at the brand level. As in economics, friction can be categorized into macro and micro.
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Jeff Rosenblum, Author at Branding Strategy Insider - Page 3 of 3
Traditional advertising is based on a reach and frequency model, which focuses on how many people brands reach and how frequently they can reach them.
When he was trying to understand human nature, The psychologist Abraham Maslow came up with his famed hierarchy of needs.
Transactional brands offer the right product at the right price at the right time. They launch ad campaigns that capture the audience’s attention. People pay a fair price, they are not particularly loyal, and the relationship is completely rational.