What has changed?
Economics: The science which studies human
behaviour as a relationship between ends and
scarce means which have alternative uses
The Nature and Significance of Economic Science (1932)
Markets are conversations.
Conversations among human beings
sound human. They are conducted in a
Markets consist of human beings, not
The Cluetrain Manifesto, 1999
quot;We always overestimate the change that will occur in the next two years and
underestimate the change that will occur in the next ten.quot;
Bill Gates, 2008
The role of a brand in the age of industrial
marketing no longer exists
Attention is scarce and expensive.
Media is not
We already have tools to avoid advertising
They will increase exponentially
What to do about it
People haven’t changed
We are a mass medium
Markets are conversations
Be part of the conversation
People haven’t changed
Tell me and I’ll forget
Show me and I’ll remember
Involve me and I’ll understand
Fail Little & Often
quot;..our company's success rate runs between 50
and 60 percent. About half of our new
products succeed. That's as high as we want
the success rate to be. If we try to make it
any higher, we'll be tempted to err on the side
A.G. Latley – CEO, Procter & Gamble
What about Content?
Didn’t that used to be king?
Something to talk about
Content isn't king.. If I sent you to a desert island and
gave you the choice of taking your friends or your movies,
you'd choose your friends -- if you chose the movies,
we'd call you a sociopath. Conversation is king
Content is just something to talk about
You have to be part of the conversation
in order to advise clients on it
Learn from others
Faris Yakob (McCann Erickson) David Cushman (Brando Digital)
Talent Imitates, Genius Steals Faster Future
Rohit Bhargava (Ogilvy 360) Mark Earls
Influential Marketing Herd
Kevin Kelly Paul Isakson (space150)
The Technium Paulisakson.com
Neil Perkin (IPC) Alan Moore (SMLXL)
Only Dead Fish Communities Dominate Brands
Matt Mason Justin Billingsley (Orange)
The Pirate’s Dilemma The Feed
Andy Hobsbawn (agency.com) Noah Brier (Barbarian Group)
Do the Green Thing Noahbrier.com
Carry on the conversation….
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