ilver bullet there’s not one.




                                            o2ideas
Monday, March 23, 2009
what we’re going to cover:




                                                      o2ideas
Monday, March 23, 2009
what we’re going to cover:
                         1. What’s changed




                                                ...
what we’re going to cover:
                         1. What’s changed
                         2.Don’t say adv***ising



...
what we’re going to cover:
                         1. What’s changed
                         2.Don’t say adv***ising
   ...
o2ideas
Monday, March 23, 2009
“The ______ is dead.”




                                                 o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
Media
                         Fragmentation


                                         o2ideas
Monday, March 23, 2009
Consumer




                                    o2ideas
Monday, March 23, 2009
radio              tv



                                 Consumer




                                   print




      ...
Consumer




                                    o2ideas
Monday, March 23, 2009
Consumer




                                    o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
Consistency
                         o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
EMOTIONAL

                            &
                         RATIONAL
                                     o2ideas
Mo...
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
advertising
         became a
        dirty word
                         o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
Interactive
                         o2ideas
Monday, March 23, 2009
loading




                                   o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
Guerilla
                                    o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
Viral
                                 o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
Social
                         Media
                                  o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
tactics
                         trumped
                         strategy


                                    o2ideas
M...
o2ideas
Monday, March 23, 2009
2
                         things will
                         never
                         cease
                     ...
o2ideas
Monday, March 23, 2009
1
                         Brand


                                 o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
What is a brand?




                                            o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
a brand is not a logo.




                                o2ideas
Monday, March 23, 2009
a brand is not a logo.
       a brand is not a corporate identity.




                                              o2ide...
a brand is not a logo.
       a brand is not a corporate identity.
       a brand is not a product.              –The Bran...
o2ideas
Monday, March 23, 2009
an intangible,
                         emotional
                         relationship
                         that peop...
o2ideas
Monday, March 23, 2009
collectively,
                         what people
                         say, feel and
                         think a...
o2ideas
Monday, March 23, 2009
a brand is emotion




                                              o2ideas
Monday, March 23, 2009
Ralph Lauren:   Faded Glory:




                                                        o2ideas
Monday, March 23, 2009
Ralph Lauren:   Faded Glory:

                          $55


                                                        o2id...
Ralph Lauren:   Faded Glory:

                          $55              $5


                                            ...
Ralph Lauren:   Faded Glory:

                          $55              $5


                                            ...
o2ideas
Monday, March 23, 2009
A brand isn’t
                         what you say it
                         is. It’s what
                         you...
o2ideas
Monday, March 23, 2009
If you don’t
                         define your
                         brand,
                         someone
       ...
2           o2ideas
Monday, March 23, 2009
2           Design


                                  o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
design creates emotion




                                                  o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
ok,
                         smarty
                         pants,
                         how do
                      ...
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
The blending of
                         PR and design
                         is the future of
                         ...
o2ideas
Monday, March 23, 2009
strategy + creativity + freeness



                              o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
Create
                         experiences
                         worth sharing.
                         Don't make ad...
–Paul Isakson



                                         o2ideas
Monday, March 23, 2009
More and more I'm becoming convinced
                         this is the only way most companies
                        ...
Make brands
                         famous.



                                       o2ideas
Monday, March 23, 2009
Make brands
                         famous.
                                   –Alex Bogusky




                        ...
o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
the tv spot isn’t dead
print isn’t dead
radio isn’t dead
flash isn’t dead
dreamweaver isn’t dead
viral marketing isn’t dea...
the
way
we’ve
always
done it
is dead

                         o2ideas
Monday, March 23, 2009
o2ideas
Monday, March 23, 2009
tv
     radio
     print
    outdoor




                         o2ideas
Monday, March 23, 2009
tv
     radio
     print
    outdoor

                then we’ll do
                pr, web and
                media idea...
tv
     radio                        pr
     print                       web
    outdoor                     design

     ...
tv
     radio                        pr
     print                       web
    outdoor                     design

     ...
o2ideas
Monday, March 23, 2009
start acting like it’s your money.




                                                              o2ideas
Monday, March...
thank you


                                     o2ideas
Monday, March 23, 2009
Upcoming SlideShare
Loading in …5
×

Change Redux

4,110 views

Published on

So, this might look like a presentation I gave a few weeks ago, and while SOME content is the same, it's a completely different deck. This is a far better presentation that speaks to where I and a lot of folks thing the advertising industry is headed. We have to stop looking for the next silver bullet in the industry and remember that strategy is always better than tactics.

Published in: Business, Design
1 Comment
4 Likes
Statistics
Notes
  • Hi, your blog thought I was a robot so I couldn't post this comment there. So, I'll leave it here. Thanks for your feedback.

    'Thanks for taking a look and writing this. I took a look at your deck it it makes some great points and has some really good quotes. However your conclusion that the blending of PR and design is part of the picture and not the whole. What about customer service? Isn't that what's being done by Comcast, Zappos etc?

    What about actually building products as part of new business models. Software and services? It's all complex. Much bigger than advertising and even marketing. And you're right, there is no silver bullet. (btw, some of the slides are coming up blank for me).

    Here's the video that went with my talk. Might add some extra context.

    http://www.ustream.tv/recorded/1440003

    Appreciate you expanding on the topic. '
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
4,110
On SlideShare
0
From Embeds
0
Number of Embeds
68
Actions
Shares
0
Downloads
161
Comments
1
Likes
4
Embeds 0
No embeds

No notes for slide

Change Redux

  1. ilver bullet there’s not one. o2ideas Monday, March 23, 2009
  2. what we’re going to cover: o2ideas Monday, March 23, 2009
  3. what we’re going to cover: 1. What’s changed o2ideas Monday, March 23, 2009
  4. what we’re going to cover: 1. What’s changed 2.Don’t say adv***ising o2ideas Monday, March 23, 2009
  5. what we’re going to cover: 1. What’s changed 2.Don’t say adv***ising 3.Where are we going o2ideas Monday, March 23, 2009
  6. o2ideas Monday, March 23, 2009
  7. “The ______ is dead.” o2ideas Monday, March 23, 2009
  8. o2ideas Monday, March 23, 2009
  9. o2ideas Monday, March 23, 2009
  10. o2ideas Monday, March 23, 2009
  11. o2ideas Monday, March 23, 2009
  12. o2ideas Monday, March 23, 2009
  13. Media Fragmentation o2ideas Monday, March 23, 2009
  14. Consumer o2ideas Monday, March 23, 2009
  15. radio tv Consumer print o2ideas Monday, March 23, 2009
  16. Consumer o2ideas Monday, March 23, 2009
  17. Consumer o2ideas Monday, March 23, 2009
  18. o2ideas Monday, March 23, 2009
  19. Consistency o2ideas Monday, March 23, 2009
  20. o2ideas Monday, March 23, 2009
  21. EMOTIONAL & RATIONAL o2ideas Monday, March 23, 2009
  22. o2ideas Monday, March 23, 2009
  23. o2ideas Monday, March 23, 2009
  24. o2ideas Monday, March 23, 2009
  25. o2ideas Monday, March 23, 2009
  26. o2ideas Monday, March 23, 2009
  27. advertising became a dirty word o2ideas Monday, March 23, 2009
  28. o2ideas Monday, March 23, 2009
  29. Interactive o2ideas Monday, March 23, 2009
  30. loading o2ideas Monday, March 23, 2009
  31. o2ideas Monday, March 23, 2009
  32. Guerilla o2ideas Monday, March 23, 2009
  33. o2ideas Monday, March 23, 2009
  34. o2ideas Monday, March 23, 2009
  35. Viral o2ideas Monday, March 23, 2009
  36. o2ideas Monday, March 23, 2009
  37. o2ideas Monday, March 23, 2009
  38. o2ideas Monday, March 23, 2009
  39. o2ideas Monday, March 23, 2009
  40. Social Media o2ideas Monday, March 23, 2009
  41. o2ideas Monday, March 23, 2009
  42. o2ideas Monday, March 23, 2009
  43. tactics trumped strategy o2ideas Monday, March 23, 2009
  44. o2ideas Monday, March 23, 2009
  45. 2 things will never cease to be important: o2ideas Monday, March 23, 2009
  46. o2ideas Monday, March 23, 2009
  47. 1 Brand o2ideas Monday, March 23, 2009
  48. o2ideas Monday, March 23, 2009
  49. What is a brand? o2ideas Monday, March 23, 2009
  50. o2ideas Monday, March 23, 2009
  51. a brand is not a logo. o2ideas Monday, March 23, 2009
  52. a brand is not a logo. a brand is not a corporate identity. o2ideas Monday, March 23, 2009
  53. a brand is not a logo. a brand is not a corporate identity. a brand is not a product. –The Brand Gap o2ideas Monday, March 23, 2009
  54. o2ideas Monday, March 23, 2009
  55. an intangible, emotional relationship that people develop with a product, service or company over time. o2ideas Monday, March 23, 2009
  56. o2ideas Monday, March 23, 2009
  57. collectively, what people say, feel and think about a particular product, service or company. –Hello Viking o2ideas Monday, March 23, 2009
  58. o2ideas Monday, March 23, 2009
  59. a brand is emotion o2ideas Monday, March 23, 2009
  60. Ralph Lauren: Faded Glory: o2ideas Monday, March 23, 2009
  61. Ralph Lauren: Faded Glory: $55 o2ideas Monday, March 23, 2009
  62. Ralph Lauren: Faded Glory: $55 $5 o2ideas Monday, March 23, 2009
  63. Ralph Lauren: Faded Glory: $55 $5 o2ideas Monday, March 23, 2009
  64. o2ideas Monday, March 23, 2009
  65. A brand isn’t what you say it is. It’s what your customers say it is. –The Brand Gap o2ideas Monday, March 23, 2009
  66. o2ideas Monday, March 23, 2009
  67. If you don’t define your brand, someone else will. o2ideas Monday, March 23, 2009
  68. 2 o2ideas Monday, March 23, 2009
  69. 2 Design o2ideas Monday, March 23, 2009
  70. o2ideas Monday, March 23, 2009
  71. design creates emotion o2ideas Monday, March 23, 2009
  72. o2ideas Monday, March 23, 2009
  73. o2ideas Monday, March 23, 2009
  74. o2ideas Monday, March 23, 2009
  75. o2ideas Monday, March 23, 2009
  76. o2ideas Monday, March 23, 2009
  77. o2ideas Monday, March 23, 2009
  78. ok, smarty pants, how do you build a brand without advertising? o2ideas Monday, March 23, 2009
  79. o2ideas Monday, March 23, 2009
  80. o2ideas Monday, March 23, 2009
  81. The blending of PR and design is the future of marketing. o2ideas Monday, March 23, 2009
  82. o2ideas Monday, March 23, 2009
  83. strategy + creativity + freeness o2ideas Monday, March 23, 2009
  84. o2ideas Monday, March 23, 2009
  85. Create experiences worth sharing. Don't make ads, make news. –Bob Thacker o2ideas Monday, March 23, 2009
  86. –Paul Isakson o2ideas Monday, March 23, 2009
  87. More and more I'm becoming convinced this is the only way most companies should look at social media from a marketing perspective. Quit trying to quot;join the conversation.quot; Stop trying to be everyone's friend. Don't shove your marketing messages at people. Just listen to what people are saying about your product or service and apply what you learn to making it better. The same goes for your marketing. Make it worth talking about. –Paul Isakson o2ideas Monday, March 23, 2009
  88. Make brands famous. o2ideas Monday, March 23, 2009
  89. Make brands famous. –Alex Bogusky o2ideas Monday, March 23, 2009
  90. o2ideas Monday, March 23, 2009
  91. o2ideas Monday, March 23, 2009
  92. the tv spot isn’t dead print isn’t dead radio isn’t dead flash isn’t dead dreamweaver isn’t dead viral marketing isn’t dead MySpace might be dead Advertising isn’t dead branding isn’t dead the ad agency isn’t dead o2ideas Monday, March 23, 2009
  93. the way we’ve always done it is dead o2ideas Monday, March 23, 2009
  94. o2ideas Monday, March 23, 2009
  95. tv radio print outdoor o2ideas Monday, March 23, 2009
  96. tv radio print outdoor then we’ll do pr, web and media ideas o2ideas Monday, March 23, 2009
  97. tv radio pr print web outdoor design then we’ll do pr, web and media ideas o2ideas Monday, March 23, 2009
  98. tv radio pr print web outdoor design consider then we’ll do potential pr, web and paid media media ideas channels to support o2ideas Monday, March 23, 2009
  99. o2ideas Monday, March 23, 2009
  100. start acting like it’s your money. o2ideas Monday, March 23, 2009
  101. thank you o2ideas Monday, March 23, 2009

×