Truth & Top-of-Mind

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A lecture I had in Aalto University in "Brands in Strategic Marketing"-course on 14.2.2011. Talking about advertising agency role in brand building from the planning perspective.

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Truth & Top-of-Mind

  1. 1. Riku Vassinen: Truth & Top-of-Mind
  2. 2. Advertising is not science.
  3. 3. Advertising=Art serving capitalism. Jeff Goodby
  4. 4. Brief history of advertising.
  5. 5. First, it was telling about products.
  6. 6. Then, about the users of the products.
  7. 7. And then came a(small) revolution.
  8. 8. AD which actually told the truth.
  9. 9. ...sort of.
  10. 10. And then all the hell has broken loose.
  11. 11. And then came the Internet.
  12. 12. and Facebook...
  13. 13. and Guinness world records...
  14. 14. or Brasilian rainforests meetBrasilian waxing in weird sort ofdiscounting charity campaign...
  15. 15. Now advertising cansay basically anything.
  16. 16. Advertising channels can be anything.
  17. 17. As long as it is selling stuff.
  18. 18. Why you need anadvertising agency to helpyou with brand building ?
  19. 19. We know your future customers.
  20. 20. From 4P´s to 2T´s
  21. 21. Truth &Top-of-mind
  22. 22. TOP-OF-MIND TRUTH
  23. 23. TOP-OF-MINDADVERTISING PROMOTION PR TRUTHEXPERIENCE BRAND WORD-OF-MOUTH
  24. 24. TOP-OF-MIND ADVERTISING PROMOTION PRBRANDED CONTENT CHARITY EVENTS SERVICES TRUTH APPLICATIONS FAN PAGES ONLINE REVIEWS RECOMMENDATION EXPERIENCE BRAND WORD-OF-MOUTH
  25. 25. Sorry Jack.People can now handle the truth.
  26. 26. Advertising reveals and amplifies thetruth of the brand.
  27. 27. The Process.
  28. 28. BRIEFCREATIVE BRIEF CREATIVE
  29. 29. The players.
  30. 30. CLIENT PLANNER CREATIVESknows the knows know theBRAND. the consumer. creative process.
  31. 31. BRIEF CLIENTCREATIVE BRIEF PLANNER CREATIVE CREATIVES
  32. 32. BRIEF CLIENT TARGET AUDIENCE BUSINESS TARGETS BRAND PERSONA BRAND INSIGHT CREATIVE BRIEF PLANNERAUDIENCE INSIGHT DESIRED AUDIENCE ACTION CREATIVE CREATIVESTV PRINT SOCIAL MEDIA BRANDED CONTENT
  33. 33. It´s about finding the sweet spot AUDIENCE INSIGHT & ACTION BRAND INSIGHT & ACTION
  34. 34. Planning starts byaccepting the truth.
  35. 35. Every brand pros & cons Bad things:• Your brand is not interesting.• People hate advertising. Good things:• Every brand has some interesting angle.• People love interesting content.
  36. 36. My bible. Do not make ads.Serve your consumers. Entertain your consumers. Move them.Emotionally. And then to your store as well.Do stuff, that people talk about. Do that stuff together with them. Donot talk to them them, talk with them. Make your every word be a call-to-action.Let me correct that.Call-to-arms.Be interesting by doing interesting stuff. And if your stuff does notoffend anyone, you have not tried hard enough. Negative feedback isnot a failure. No feedback is.Basically, show that you give a damn. And the cash will follow.
  37. 37. Recommended reading
  38. 38. Recommended watching
  39. 39. More old school ads in:www.vintageadbrowser.com
  40. 40. http://facebook.com/N2SocialMediaHub

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