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?
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]