An assignment for a media advertising class which stresses in short the importance of brand, image and social media being one of the many tools to aid in creating a successful brand.
--will update soon with audio of presentation--
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
1. Now is an exciting time for advertising due to conflicts between audiences who enjoy ads and find them annoying, and discrepancies between what people recall seeing in ads.
2. This conflict has created a crisis as most advertising does not work, with brands seeing little growth and ads being seen as homogeneous.
3. This is because the wrong objectives are being focused on, such as awareness, rather than a brand's energy and point of view on the world.
The document discusses how marketers need to change their approach and focus less on big advertising campaigns and more on understanding cultural practices and generating ideas that are participatory and spreadable. It suggests that marketers celebrate rich ideas over loud messages and focus on having a point of view on the world rather than just their product category. Successful modern ideas are those that get people to do things rather than just say things.
The document discusses why most advertising is unremarkable and ineffective. It quotes James Hurman who says that while highly creative ads that win awards are noticeable, the real cost comes from the thousands of uncreative ads that people tune out and don't recall. The document suggests making advertising more focused on solving business problems rather than just making ads, and changing the way the advertising industry works to prioritize experimentation over perfection.
This document provides a summary and review of various books related to marketing, branding, and communications. It discusses books that provide insights into consumer behavior, trend analysis, brand positioning, disruption strategies, effective pitching, and measuring advertising effectiveness. Key books highlighted include The Culture Code, Eating the Big Fish, Positioning, and Perfect Pitch. The document is intended to recommend useful reading materials for those in marketing, planning, and communications fields.
The document calls for advertising agencies to take a more radical approach in three key areas: 1) Focus on outcomes rather than outputs and think beyond traditional advertising to solve clients' business problems, 2) Stop thinking about their work in a vacuum and better understand cultural trends, and 3) Break away from narcissism and putting themselves at the center to instead focus on understanding people's real interests. It advocates for smaller, more experimental ideas and a culture of continual learning and improvement.
The document discusses creativity in advertising and the challenges agencies face. It notes that thousands of great ideas are killed due to networks and agencies being run by those who know costs but not where to find ideas. Approval processes where many try to find flaws in ideas also hamper creativity. The document advocates taking risks to break rules and stand out in an emotionally connecting way, as all great work can easily be killed. Managing risk and having principles of creativity, collaboration and commercial focus are suggested for agencies to achieve great work.
Vision Works is an innovative marketing agency that helps businesses promote their messages through movies. They developed this passive but powerful advertising medium in 2007. They challenge barriers to business success by helping marketers become more effective, innovators identify opportunities, and CEOs connect with customers. Their approach focuses on making "vision work movies" instead of writing reports or using elaborate processes.
How I learned to stop worrying about the brandGareth Kay
My slides (that make even less sense without v/o) from Planningness 2016. Marketers and the folks who advise them obsess over the brand. But what if our obsession is wrong? What if how we think about a brand is ill defined? What if we need to rethink what we do to focus on the end result, not the means? This session will lay out my misgivings with how we obsess over the brand and give practical advice about how we might do things that are more valuable to people and businesses. (Also hit presentation gold getting Dr Strangelove, Bob Mould and David Bowie into one presentation).
1. Now is an exciting time for advertising due to conflicts between audiences who enjoy ads and find them annoying, and discrepancies between what people recall seeing in ads.
2. This conflict has created a crisis as most advertising does not work, with brands seeing little growth and ads being seen as homogeneous.
3. This is because the wrong objectives are being focused on, such as awareness, rather than a brand's energy and point of view on the world.
The document discusses how marketers need to change their approach and focus less on big advertising campaigns and more on understanding cultural practices and generating ideas that are participatory and spreadable. It suggests that marketers celebrate rich ideas over loud messages and focus on having a point of view on the world rather than just their product category. Successful modern ideas are those that get people to do things rather than just say things.
The document discusses why most advertising is unremarkable and ineffective. It quotes James Hurman who says that while highly creative ads that win awards are noticeable, the real cost comes from the thousands of uncreative ads that people tune out and don't recall. The document suggests making advertising more focused on solving business problems rather than just making ads, and changing the way the advertising industry works to prioritize experimentation over perfection.
This document provides a summary and review of various books related to marketing, branding, and communications. It discusses books that provide insights into consumer behavior, trend analysis, brand positioning, disruption strategies, effective pitching, and measuring advertising effectiveness. Key books highlighted include The Culture Code, Eating the Big Fish, Positioning, and Perfect Pitch. The document is intended to recommend useful reading materials for those in marketing, planning, and communications fields.
The document calls for advertising agencies to take a more radical approach in three key areas: 1) Focus on outcomes rather than outputs and think beyond traditional advertising to solve clients' business problems, 2) Stop thinking about their work in a vacuum and better understand cultural trends, and 3) Break away from narcissism and putting themselves at the center to instead focus on understanding people's real interests. It advocates for smaller, more experimental ideas and a culture of continual learning and improvement.
The document discusses creativity in advertising and the challenges agencies face. It notes that thousands of great ideas are killed due to networks and agencies being run by those who know costs but not where to find ideas. Approval processes where many try to find flaws in ideas also hamper creativity. The document advocates taking risks to break rules and stand out in an emotionally connecting way, as all great work can easily be killed. Managing risk and having principles of creativity, collaboration and commercial focus are suggested for agencies to achieve great work.
Vision Works is an innovative marketing agency that helps businesses promote their messages through movies. They developed this passive but powerful advertising medium in 2007. They challenge barriers to business success by helping marketers become more effective, innovators identify opportunities, and CEOs connect with customers. Their approach focuses on making "vision work movies" instead of writing reports or using elaborate processes.
This document discusses innovation and the future of libraries. It argues that libraries should focus on addressing human needs rather than focusing on technology or library problems. Libraries need to understand users' real goals and pain points. The key things at the heart of libraries are identified as learning, interaction, community, and innovation. Rapid changes are occurring such as the transformation of books and periodicals, the rise of streaming media, and the importance of partnerships and social aspects of libraries.
Speak Sooner Client Presentation / Pitch Chris Zubryd
Speak Sooner Dot Org is a courageous Non-Profit helping both Doctors and Patients to encourage humanity, caring and resources for Cancer Patients in the US.
The document discusses effective 60-second commercials or "elevator pitches". It emphasizes that they should be concise, clear, powerful, visual, and tell a story. The goal is to grab attention and leave the other person wanting to know more. Examples are given of compelling questions, introducing yourself and your business, and stating the results or leads you can provide. Practice is encouraged to craft an engaging pitch that introduces who you are and what you do.
Social media strategies for small business notes pagesAntoinette Raynes
This document provides an overview of social media and how businesses can utilize various social media platforms. It begins with definitions of social media from different sources and discusses how social media allows for conversations and relationship building. Examples are given of companies using YouTube, Facebook, Twitter, and LinkedIn effectively. Setting up business pages on these sites and using applications, videos, discussions and other features are outlined. The key benefits for businesses are increasing customer reach, generating sales and profits through social connections. The conclusion emphasizes starting small with one platform and having conversations to build relationships.
Digital services, websites, apps and the like have come a long way in making the digital customer experience more relevant and usable. Tomorrow we could have not only "Personalized offers for you" or "Because you watched…", but interactions that approach human interaction standards.
Add to this that our patience with dumb digital experiences is dropping by the day rather than the decade – we want easy, fast and relevant experiences and we want them now. At the same time many if not most of us vacillate between paranoia and total laissez-faire when it comes to sharing data about us – giving and withholding data in a seemingly random pattern. So how do we manage the two wildly different scenarios we face when a user interfaces with our digital experience - between being blindfolded and omniscient? Join me for an attempt to answer this question.
Slides from the talk Changing The Odds, given at the M3 Conference in Columbus, Ohio on 21NOV14. The talk focused on creating a Mobile (or any other) startup, while avoiding the main pitfalls I've seen in over 4 years of dealing with startup businesses.
Startups and Smalltak - Presented at Smalltalks2014 Córdoba, Argentinasebastian sastre
Here are the slides of the talk I gave at Smalltalks2014 in November 2014, in Córdoba, Argentina.
It covers the basics of why startups matter and what they actually are. Then show some opportunities and challenges about them and for Smalltalk in particular. It closes with some questions and suggestions on how to raise the value of the community, hopefully resulting in increasing the chances to see more profitable portfolios.
Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.
Part 7: How to actually improve engagement, not just pester your people with ...PeopleFirm
When we say, "employee engagement", what do you think of?
If you answered "a survey", you're not alone... but is a survey really the best way to dive engagement in your organization? We don't think so.
The document discusses how established brands can market themselves to younger audiences through their digital presence while overcoming perceptions of conservatism. Key recommendations include asking the target audience what they want from the brand, defining the website's objectives through a job description, and ensuring the right tone and signposting to reflect those objectives. It also cautions against distracting technology gimmicks and advises authentic engagement in social media conversations.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
This deck is a year old. I was inspired to publish it after attending #LEANIMPACT during the #LEANSTARTUP conference (thanks to @lepitts and @aubrybella). Publishing just to show the evolution of thought (and font:), and to hold myself accountable to publish this year's deck.
Librarians across the country have collectively been spending resources on developing simple to complex makerspaces. But, what comes after that? This exciting presentation will talk about great ideas and programs you can use with your makerspaces. Topics include ways to build more community awareness about your library, create new startup companies within your library, and most importantly further define your library as the community anchor. This session will also encourage ways to build more coding programs to teach our future technical entrepreneurs how to build better and more integrated systems and encourage more innovation.
Crowd Sourcing: Tap into Your Customer's BrainpowerMediaSauce
This is the presentation that James Burnes, VP of Development and Strategy and Don Schindler, Senior Digital Strategist for MediaSauce gave to business executives in Indianapolis on April 30th. The presentation covers the abilities of Crowd Sourcing and how it can help businesses and organizations with generating new ideas and staying in tune with their audience.
RSS, Blogging & Podcasting-Opportunities to Connect People in New WaysJennifer Bohmbach
This presentation was give to the MN Women in Communication organization on April 19, 2007. The presentation is focused for an audience that is not yet familiar with all of the context around blogging and podcasting and the presentation sets the context and then goes into explaining considerations and how to get started.
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
Rob Moore, director and David Hall, executive director, Behaviour Change
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
This document provides questions to consider when brainstorming a user-generated content or crowdsourcing campaign. It asks what the user's goals are, how to make participating easy and rewarding, how to provide inspiration, whether the intended platforms match the audience, what the host's role is and relationship to the community will be, legal issues to consider like moderation, promotion strategies, and what defines success.
Cleades Robinson, a respected leader in Philadelphia's police force, is known for his diplomatic and tactful approach, fostering a strong community rapport.
This document discusses innovation and the future of libraries. It argues that libraries should focus on addressing human needs rather than focusing on technology or library problems. Libraries need to understand users' real goals and pain points. The key things at the heart of libraries are identified as learning, interaction, community, and innovation. Rapid changes are occurring such as the transformation of books and periodicals, the rise of streaming media, and the importance of partnerships and social aspects of libraries.
Speak Sooner Client Presentation / Pitch Chris Zubryd
Speak Sooner Dot Org is a courageous Non-Profit helping both Doctors and Patients to encourage humanity, caring and resources for Cancer Patients in the US.
The document discusses effective 60-second commercials or "elevator pitches". It emphasizes that they should be concise, clear, powerful, visual, and tell a story. The goal is to grab attention and leave the other person wanting to know more. Examples are given of compelling questions, introducing yourself and your business, and stating the results or leads you can provide. Practice is encouraged to craft an engaging pitch that introduces who you are and what you do.
Social media strategies for small business notes pagesAntoinette Raynes
This document provides an overview of social media and how businesses can utilize various social media platforms. It begins with definitions of social media from different sources and discusses how social media allows for conversations and relationship building. Examples are given of companies using YouTube, Facebook, Twitter, and LinkedIn effectively. Setting up business pages on these sites and using applications, videos, discussions and other features are outlined. The key benefits for businesses are increasing customer reach, generating sales and profits through social connections. The conclusion emphasizes starting small with one platform and having conversations to build relationships.
Digital services, websites, apps and the like have come a long way in making the digital customer experience more relevant and usable. Tomorrow we could have not only "Personalized offers for you" or "Because you watched…", but interactions that approach human interaction standards.
Add to this that our patience with dumb digital experiences is dropping by the day rather than the decade – we want easy, fast and relevant experiences and we want them now. At the same time many if not most of us vacillate between paranoia and total laissez-faire when it comes to sharing data about us – giving and withholding data in a seemingly random pattern. So how do we manage the two wildly different scenarios we face when a user interfaces with our digital experience - between being blindfolded and omniscient? Join me for an attempt to answer this question.
Slides from the talk Changing The Odds, given at the M3 Conference in Columbus, Ohio on 21NOV14. The talk focused on creating a Mobile (or any other) startup, while avoiding the main pitfalls I've seen in over 4 years of dealing with startup businesses.
Startups and Smalltak - Presented at Smalltalks2014 Córdoba, Argentinasebastian sastre
Here are the slides of the talk I gave at Smalltalks2014 in November 2014, in Córdoba, Argentina.
It covers the basics of why startups matter and what they actually are. Then show some opportunities and challenges about them and for Smalltalk in particular. It closes with some questions and suggestions on how to raise the value of the community, hopefully resulting in increasing the chances to see more profitable portfolios.
Integrating Social Media into the marketing mix. Understanding the changes in the playing field, the consumer and redefining business models and practices.
Part 7: How to actually improve engagement, not just pester your people with ...PeopleFirm
When we say, "employee engagement", what do you think of?
If you answered "a survey", you're not alone... but is a survey really the best way to dive engagement in your organization? We don't think so.
The document discusses how established brands can market themselves to younger audiences through their digital presence while overcoming perceptions of conservatism. Key recommendations include asking the target audience what they want from the brand, defining the website's objectives through a job description, and ensuring the right tone and signposting to reflect those objectives. It also cautions against distracting technology gimmicks and advises authentic engagement in social media conversations.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
This deck is a year old. I was inspired to publish it after attending #LEANIMPACT during the #LEANSTARTUP conference (thanks to @lepitts and @aubrybella). Publishing just to show the evolution of thought (and font:), and to hold myself accountable to publish this year's deck.
Librarians across the country have collectively been spending resources on developing simple to complex makerspaces. But, what comes after that? This exciting presentation will talk about great ideas and programs you can use with your makerspaces. Topics include ways to build more community awareness about your library, create new startup companies within your library, and most importantly further define your library as the community anchor. This session will also encourage ways to build more coding programs to teach our future technical entrepreneurs how to build better and more integrated systems and encourage more innovation.
Crowd Sourcing: Tap into Your Customer's BrainpowerMediaSauce
This is the presentation that James Burnes, VP of Development and Strategy and Don Schindler, Senior Digital Strategist for MediaSauce gave to business executives in Indianapolis on April 30th. The presentation covers the abilities of Crowd Sourcing and how it can help businesses and organizations with generating new ideas and staying in tune with their audience.
RSS, Blogging & Podcasting-Opportunities to Connect People in New WaysJennifer Bohmbach
This presentation was give to the MN Women in Communication organization on April 19, 2007. The presentation is focused for an audience that is not yet familiar with all of the context around blogging and podcasting and the presentation sets the context and then goes into explaining considerations and how to get started.
Utopia is an original brand and scenario planning tool devised by me as the Strategy lead at Clique CG. This framework helps agencies and brand teams in coming up with strategic brand ideas and creatives routes through collaborative group ideations.
For doing an Utopia session for your brand or to see an example of how this tool helps, please get in touch.
Rob Moore, director and David Hall, executive director, Behaviour Change
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
This document provides questions to consider when brainstorming a user-generated content or crowdsourcing campaign. It asks what the user's goals are, how to make participating easy and rewarding, how to provide inspiration, whether the intended platforms match the audience, what the host's role is and relationship to the community will be, legal issues to consider like moderation, promotion strategies, and what defines success.
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Cleades Robinson, a respected leader in Philadelphia's police force, is known for his diplomatic and tactful approach, fostering a strong community rapport.
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World economy charts case study presented by a Big 4
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8. What Does Your Logo Say About You? What Are People Saying About You?
9.
10. Unaware of website.
11. How “C.C” benefit’s the community.
12.
13. If the logo you had wasn’t effective? Why would a newer logo be anymore effective? How would a new/old logo be beneficial to you &/or your customers? What's is the real problem?