Presentation to first year students of Columbia University's GSB on February 18, 2008 that covers some common advertising pitfalls, brand building principles, and ESPN case studies. Make sure you click the middle of the slides for hyperlinks to videos. (Mostly in full image slides)

1. Seth Gaffney February 18, 2009 Advertising + Brands + ESPN 4-eva

3. Super Bowl, anyone?

6. Part 1 Why most advertising sucks

8. RIGHT QUESTION

9. “ People read what interests them and sometimes it’s an ad.” Howard Gossage, The Socrates of San Fran PEOPLE

10. “ The consumer isn’t a moron; she’s your wife.” David Ogilvy, The Father of Advertising

11. “ At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him.” Bill Bernbach, Founder DDB IDEAS & INSIGHTS

12. MESSAGE

13. ENGAGE

15. UGC

16. CONTEXT

19. “ Advertising is a tax companies pay for being unremarkable.” Robert Stephens, CEO Geek Squad

20. Part 2 What it takes to build a great brand

23. The way you articulate your objectives impacts the output.

24. Making great advertising is never the end goal.

26. “ I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou

28. “ Brand equity is the number of people who will buy the brand with the least thinking.” Erik Du Plessis, The Advertised Mind

29. How do you start to lay the foundation for a strong brand? Company Community Competition

30. Lay’s

32. You also should get comfortable with three more C’s. Control (Lack of it) Change (Speed of it) Complexity (Growth of it)

33. “ Customers build an image of a brand as birds build nests. From the scraps and straws they chance upon.” Jeremy Bullmore, Former Chairman JWT

36. “ To organize the world’s information and make it universally accessible and useful.” ROLE

38. Part 3 How we’ve helped to define the ESPN brand and develop its advertising

42. In many ways, the “This is SportsCenter” campaign has helped us hone the ESPN voice.

53. Thank You