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Rob Campbell @ Sunshine Presentation
 

Rob Campbell @ Sunshine Presentation

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Brand Asia Congress / Mumbai Sept 2008

Brand Asia Congress / Mumbai Sept 2008

"How To Talk To Humans"

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  • Hey Robert!
    I was there in the conference in Mumbai (Sep 25-26) and I seriously believe that you rescued the meet for me! fantastic show! Thanks a tonne for the ppt!!!
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Rob Campbell @ Sunshine Presentation Rob Campbell @ Sunshine Presentation Presentation Transcript

  •  
  • How To Talk To Humans [Motivating brand ideas that leave a lasting impression on society]
  • Next Steps / Questions … I’m Not From This Part Of The World. First Things First …
  • WARNING : I Swear Like A F**king Trooper
  • [Because Of Time Constraints, There Will Be Sweeping Comments]
  • Our job is to attract consumers to our brand [rather than a competitors] and fulfill on-going business needs and goals.
  • Trouble is, there are few ways to make people do anything … [They’ve heard it all before and they’re inundated with messages they don’t want to hear, all claiming to be ‘the next best thing’]
  • The Age Of The Idea. [Advertising is no longer about executions, it’s about a potent, consistent idea that can grow and go anywhere]
  • Ideas are the only legal means to change the World regardless of money, distribution or heritage. [Harry Potter / iTunes / Bank Of America ‘Change’ / NIKE Fun Run]
  • Effective ideas are relevant and resonant with consumers, not just focused on ‘grabbing attention’.
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  • People have a nasty habit of changing.
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  • I N S I G H T
  • Understanding what motivates people to act in certain ways. [Rather than what they say/think are the reasons] I N S I G H T
  • Where do you get the insights from?
  • Where do you get the insights from? Eyes Ears Mouth Brain Traditional and none traditional data acquisition methods
  • Insight Can Solve Business Problems … Why were flies painted onto toilets in a Swedish airport? Why is a hotel chain going to declare war on the blackberry? Why have the US Army used an online game for a recruitment drive?
  • Rules Of The Game …
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  • Virgin Lounge, Heathrow Airport
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  • example
  • Don’t be afraid of sacrifice [or be brave]
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  • Look At Culture & Life, Not Just The Category Habits …
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  • example
  • Engage, don’t enrage.
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  • Just A Little Reminder … This is the most brand literate generation in history, they are not anti-brand, they are anti ‘wrong’ brand. They are the most networked generation in history, so promise/claims can be evaluated, discussed and ridiculed at a speed even Superman couldn’t keep up with. Whilst media placement is important, it means nothing if the message is not expressed in an interesting, engaging and enthusiastic manner. Advertising is not about executions, it’s about an idea that can go and grow anywhere - from packaging to products to promotion to communication. If you want to embrace it’s power, you have to let go of your old evaluation criteria and develop new methodologies. Think culture, not just category – who cares about being number 1 in a category no one cares about? Remember sales doesn’t always equate to brand adoration … a true brand is one that has an unnatural hold on the emotions of society. Remember it can all change in the blink of an eye – what’s right today can be wrong by the afternoon, too much communication is for company ego, not cultural motivation.
  • Questions … [Be quick, I’m bound to have run over time]
  • THINGS YOU CAN DO
    • Ask questions!
    • Look at what is going on around you – interms of culture, advertising, packaging, design, products, news.
    • Read the newspaper each and every day.
    • Every week/month, read a completely different magazine.
    • Download podcasts on iTunes [especially the ‘Ted Talks’ series]
    • Start/Read blogs. [www.wordpress.com]
    • Go and see different types of films.
    • Listen to various sorts of music, even if you hate it.
    • Listen to radio phone ins.
    • Ask creatives what they think are the World’s best ads & why.
    • Check out different sorts of internet sites … visit chat rooms or research sites.
    • Ask work to go to a conference that you find interesting.
    • Look how other brands have handled similar issues to the ones you are facing with your clients.
  • WORTH A LOOK?
    • Business/Advertising books that aren’t boring …
    • Open Minds - Andy Law / Truth, Lies, Ad's - John Steel /Brand Manners - Hamish Pringle /
    • Attention - Ken Sacharin / Batteries Included - Nigel Barlow / Anatomy of Buzz – Emanuel
    • Rosen / Mind Wars - Ian McFayden / Disruption - Jean-Marie Dru / Brand Spirit – Hamish
    • Pringle / Differentiate Or Die - Jack Trout / Ad Handbook - Sean Brierley / Under The
    • Radar - John Bond / Tipping Point - Malcolm Gladwell / Brand Failures - Matt Haig /
    • Everything You Know Is Wrong – Edited by Russ Kick / The Bitch In The House – Cathi
    • Hanauer / Brands In The Balance – Kevin Drawbaugh / Beermat Entrepeneur – Mike
    • Southon & Chris West / The Big Moo - Seth Godin / Mind Gym - Time Warner Books /
    • Re-imagine - Tom Peters / Brand Hijack - Alex Wipperfurth / Mind Maps For Kids – Tony
    • Buzan / Blink - Malcolm Gladwell / Free Prize Inside - Seth Godin / Teach Yourself To
    • Think - Edward de Bono / Everything Bad Is Good For You - Steven Johnson /
    • Eating the Big Fish - Adam Morgan / The Rise Of The Creative Class - Richard Florida
    • Check out some of the following websites …
      • www.trendwatching.com / www.trendcentral.com / www.tompeters.com /
      • www.adforum.com / www.fastcompany.com / www.gladwell.com /
      • www.freakonomics.com / www.economist.com / www.makingmarketinghistory.com
      • www.adverlab.blogspot.com / www.time.com / www.russelldavies.com /
  • Robert Campbell SUNSHINE :// create fate Managing Partner / Creative Brand Strategist TEL: [+65] 9118-1519 EMIAL: [email_address] BLOG: www.createfate.wordpress.com [SUNSHINE is an M&C Saatchi Company]