Marketing is no longer Hollywood
The Small Conversation not the Big Idea
85% of brands are defined in everyday interactions: a friend talks about a brand, you see a review of Youtube,
you walk into the retail store.
By: Kayla Kandzorra
What defines brands isn’t the Hollywood style glitz of Mad Men, the “Big Idea” and the ad world but simple,
innocuous daily conversations and interactions that brands are struggling to get to grips with.
We no longer control brands like we once used to.
Winning Awards not Customers
A generation ago, the success of your brand came down to the ability of your marketing manager to choose a
good agency. That one campaign could make our break your brand.
* The Pepsi Generation
* Diamonds are Forever (DeBeers)
* Tony the Tiger (Kelloggs)
A generation ago, brands were defined by agencies.
A good ad agency could create a story about your brand by creating an emotional experience that transcended
any physical qualities of the product itself. We learned that Starbucks wasn’t about selling coffee but lifestyle and
community. Nike no longer sold sneakers but an active lifestyle engendering all aspects of competition and
success. Pepsi sold an identity and a voice for a generation of urban teenagers.
We experienced the brand through these powerful stories and the best stories won awards.
A generation ago, you could measure the effectiveness of an ad campaign not by its long term impact on the
brand and market share but by peer recognition. The best marketing managers and ad agencies weren’t
measured in terms of how they lifted company KPIs but in the number of Cannes Lions they scooped.
As Jerry Della Femina (the legendary “mad man” who gave us Meowmix “so good cats ask for it by name”) wrote,
“It all goes back to us wanting to be in Hollywood. We all want to win Oscars.”
Marketing is no Longer Hollywood
If you look at brands that successfully defined Customer Experience today – brands like Amazon, Zappos, South
West Airlines, Lush, Lego, Monster Energy and GoPro you find brands that invest heavily in daily interactions with
Rather than crafting narratives that win big glitzy awards, these grass-roots brands invest in the less glamorous
touchpoints – service, retail, customer feedback and other grassroots activities.
And although we may realize a shift in mindset is inevitable; that the era of Martini cocktails and Cannes Lions is
coming to an end; we have a lot of money, relationships and interest sunk into the success of the old model.
If you look at how we consumed video content a generation ago, we consumed the content of the major TV
networks and movies studios. Today, however, more than 50% of the content consumed by 18-30 year olds is on
sites like Youtube, the vast majority of which has little to do with traditional players.
When Brand Happens
When brand “happens” you need to be prepared.
Dialogue are out there whether you like it or not.
By: Daniel Oines
As the old military adage goes, “no plan ever survives the enemy”. Rather than operate from a base line of rigid
brand templates and management structures
we need an environment where the brand
empowers voices at all levels – from the Fans
right up to the marketing department.
Embracing the shift requires a few tough
decisions to be made:
* Taking responsibility for brand strategy
internally rather than outsourcing it to creative
* Moving from a strategy of brand
management to one of brand curation
* Understanding that the official brand
narrative is just one voice in the crowd and
that alternative customer versions are as
valid, if not more valid than the ones crafted
by the agency.
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