Nowadays we, consumers as you’d like to call them, are
exposed to so much commercial impulses we tend to be a
master in ignoring them. For us it is nothing but wallpaper.
But what if our personal environment is not decorated but
used to the best to grab our attention. Remarkable
because it disrupts our personal environment and makes
me smile or at least does something with me. The world is
our decor. Start using it.
We do not need sales reps anymore. What has been going
on in supermarkets for years on end is now ﬁnally landing
in other marketing environments. Advertisers do not sell
products anymore, people are buying brands.
So start building a brand. Think of it yourself. What do you
consciously buy? That is not what people are trying to sell
you, is it?
In the beginning of the advertising era, products were the
way to differentiate us from the competition. But as we
humans are masters in copying we gradually forgot about
products as a differentiator, and moved to services.
Service was the key to succes. And so thought our
competitors. Service is becoming commodity. The need in
the market now is ‘experiences’. As an advertiser we just
need to generate experiences. Stories. Not about the
product or the service. But about something that ﬁts within
the world of our customers. Experiences we would like to
If experiences are the new gold. We need great ideas to
build these experiences on. Even products. Creativity in
advertising is more and more becoming a product
development metier. The product as the idea. To gain new
customers. Or brand lovers.
So start seeing it this way and forget about attracting new
customers to old products. Everybody is doing that.
yadayadayadaya. familievoordeel. yadayadayadaya.
proﬁteer nu. yadayadayadaya.
Wij hopen u snel te spreken.
Send by [firstname.lastname@example.org]
Sure! Promise me the world but proof nothing. Say you
want to get in touch with me via a no reply adress. Say you
are personal but let me type in 5 different keys before
getting in touch with your customer service. Promise me
the lowest prices but in fact your neighbour shop is
cheaper. In this era experiences can only be ‘bought’ as
long as they are backed by an authentic brand. As soon as
you pretend to make things better than they are, we (your
customers) will wipe the ﬂoor with you. We can. Really.
Because we have the voice and other people tend to ﬁnd
us more authentic than your brand.
We don’t go on the internet anymore. We just don’t. We are
the internet. Checking email (or wait that is 2006).
Whatsapp (or is it Telegram). Mobile banking. Taking
pictures and sharing them. Using Vine (of Instagram).
Being informed about speeding cameras via Flitsmeister.
Getting our own must see map ﬁlled with recommendation
from our friends. Or even registering our average speed
going downhill from the mountain. So again: We don’t go
on the internet anymore. We are the internet. So stop
seeing it another way.
Facebook is dying. Hyves is dead. Telegram ﬂourishes.
Why? Because our parents are on our own environments?
Because of the share diarrhoea? Because you meet
people that are better left in the dark places or their own
home? No!! We are the cause. We advertisers. Interrupting
an environment where brands have no business. Unless
you come up with great ideas. Worth paying attention to.
Read all the previous!
The biggest number of fans are not brands. Or at least, not
brands as we deﬁne them. It is artists. Lady Gaga, Justin
Bieber and Katy Perry. Everybody’s friends. Or… are they?
They polarise. You either love them or hate them. There is
no middle road. They stand out from the crowd. They are
not afraid to lose friends or in that same matter… win
friends. They just do. And realize that not everybody loves
them. So why are you focussing on as many friends and
followers as possible. Do not think for your audience. Think
for yourself and gain the audience. Thus, put your effort in
people that already like you as you are, and save the time
and money in befriending people who do not want to be
friends with you.