The new advertising:A new strain
of marketing in which the brand, agency andconsumer work together to reach a tangible, meaningful goal.As a decade of digital interaction gives way to social andcollaborative initiatives, brands and marketers no longer needto rely exclusively on traditional, short-term campaigns as theirdefault strategy in the battle for consumers’ hearts and minds.
Digital Assets: (platforms, apps, programs,
utility):Platforms and projects, on the other hand, live on. They rely onconsumer participation. They are collaborative and communal,and evolve over time. They demand more time, attention andmonitoring, as they are never ﬁnished, but they can leave adeeper, long-term impression.
DescriptionFind any campaign that is
rooted in a big idea. Stay away from Nike (Just Do It) or Coca Cola (Happiness) and ﬁndsomething not quite so omni-present. We will talk about ideas like Jet Blue (You Above All) and others next week, sothis assignment precedes in-class discussion.Hint: Patagonia Common Thread. Olympus Pen Ready. Mont Blanc Beauty of a Second.Pick a campaign and analyze:What is the big idea? What is it supposed to accomplish? Is it a creative big idea.--awareness, memorable, competitive differentiation, focus, etc.Is it expressed in a tagline? Or through brand behavior?Is it about the product, a customer promise, a fundamental belief?Does it differentiate the brand from others in the category?Does it (could it) extend beyond advertising to behavior, social media, apps and utilities?Do you believe it is enduring?In the pantheon of "big ideas" (Think Different, Pepsi Refresh, Ultimate Driving Machine, Shift ____, King of Beers, IWant My MTV, The future is now.)Given all the ways that consumers interact with the brand you have chosen -- apps, in-store, web, search, social --where does it make the greatest contribution (where on the funnel?)