Change Redux

101
o2 ideas silver bullet there’s not one. Monday, March 23, 2009
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    17-Oct-2014
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    Business

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description

So, this might look like a presentation I gave a few weeks ago, and while SOME content is the same, it's a completely different deck. This is a far better presentation that speaks to where I and a lot of folks thing the advertising industry is headed. We have to stop looking for the next silver bullet in the industry and remember that strategy is always better than tactics.

Transcript of Change Redux

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silver bulletthere’s not one.

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what we’re going to cover:

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what we’re going to cover:

1. What’s changed

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what we’re going to cover:

1. What’s changed2.Don’t say adv***ising

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what we’re going to cover:

1. What’s changed2.Don’t say adv***ising3.Where are we going

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“The ______ is dead.”

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Media Fragmentation

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Consumer

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Consumer

tvradio

print

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Consumer

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Consumer

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Consistency

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&EMOTIONAL

RATIONALMonday, March 23, 2009

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advertising became a dirty word

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Interactive

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loading

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Guerilla

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Viral

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Social Media

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tacticstrumpedstrategy

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things will never cease to be important:2

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Brand1

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What is a brand?

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a brand is not a logo.

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a brand is not a logo.

a brand is not a corporate identity.

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a brand is not a logo.

a brand is not a corporate identity.

a brand is not a product. –The Brand Gap

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an intangible, emotional relationship that people develop with a product, service or company over time.

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collectively, what people say, feel and think about a particular product, service or company. –Hello Viking

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a brand is emotion

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Ralph Lauren: Faded Glory:

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Ralph Lauren: Faded Glory:

$55

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Ralph Lauren: Faded Glory:

$55 $5

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Ralph Lauren: Faded Glory:

$55 $5

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A brand isn’t what you say it is. It’s what your customers say it is.

–The Brand Gap

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If you don’t define your brand, someone else will.

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2

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Design2

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design creates emotion

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ok, smarty pants, how do you build a brand without advertising?

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The blending of PR and design is the future of

marketing.

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strategy + creativity + freeness

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Create experiences worth sharing. Don't make ads, make news.

–Bob Thacker

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–Paul Isakson

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More and more I'm becoming convinced this is the only way most companies should look at social media from a marketing perspective.

Quit trying to "join the conversation."

Stop trying to be everyone's friend.

Don't shove your marketing messages at people.

Just listen to what people are saying about your product or service and apply what you learn to making it better.

The same goes for your marketing.

Make it worth talking about. –Paul Isakson

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Make brands famous.

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Make brands famous.

–Alex Bogusky

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the tv spot isn’t deadprint isn’t deadradio isn’t deadflash isn’t deaddreamweaver isn’t deadviral marketing isn’t deadMySpace might be deadAdvertising isn’t deadbranding isn’t deadthe ad agency isn’t deadMonday, March 23, 2009

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the way we’ve always done it is dead

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tvradioprint

outdoor

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tvradioprint

outdoor

then we’ll dopr, web and media ideas

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tvradioprint

outdoor

then we’ll dopr, web and media ideas

prweb

design

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tvradioprint

outdoor

then we’ll dopr, web and media ideas

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consider potentialpaid media channels to support

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start acting like it’s your money.

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thank you

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