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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.
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o2ideas
silver bulletthere’s not one.
Monday, March 23, 2009
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what we’re going to cover:
Monday, March 23, 2009
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what we’re going to cover:
1. What’s changed
Monday, March 23, 2009
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what we’re going to cover:
1. What’s changed2.Don’t say adv***ising
Monday, March 23, 2009
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what we’re going to cover:
1. What’s changed2.Don’t say adv***ising3.Where are we going
Monday, March 23, 2009
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“The ______ is dead.”
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Media Fragmentation
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Consumer
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Consumer
tvradio
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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
Monday, March 23, 2009
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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
Monday, March 23, 2009
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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
Monday, March 23, 2009
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tvradioprint
outdoor
then we’ll dopr, web and media ideas
prweb
design
Monday, March 23, 2009
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tvradioprint
outdoor
then we’ll dopr, web and media ideas
prweb
design
consider potentialpaid media channels to support
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start acting like it’s your money.
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thank you
Monday, March 23, 2009
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