Some Brands don't like change.
Change doesn't much care.
Today the people live in the network era,
while lots of brands stick in the industrial age,
relying on industrial strategies, tactics & metrics.
If brands don't want to loose touch with their customers they must stop walking the industrial walk and change the ways how they operate and communicate.
But how?
An answer is swirling around in bits and pieces, as lots of different, savvy people already shared interesting and inspiring thoughts about how brands should change.
We simply put those statements togehter to unfold the whole story.
Source: mad-blog.com
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
Lovemarks Presentation - Brand Pioneers April 9 2013Panelteam
Lovemarks
Arjan Kapteijns – CEO Saatchi & Saatchi
Saatchi & Saatchi is the Lovemarks company. Arjan looked closely at the question: What makes some brands inspirational, while others struggle? With inspiring case studies he will explain what Lovemarks are and how they deliver beyond their expectations of great performance.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
Top 10 Planning Departments in Advertising ShortlistJulian Cole
For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter
A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for.
I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well.
I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list.
Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
TWIST: Using HumanKind tools in my personal lifeHoward Laubscher
During our Friday morning chats called TWIST, we get to bring 10 minutes on any topic. I used our internal tools and approaches and applied them to my personal life. Doing thing allowed me to pressure test our approach into practical life and experience them first hand instead of for our clients.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Our latest design brochure creds. Check out some of our client work here.
TEN Creative are an award winning design agency in Norwich, Norfolk UK. We work on design for print and digital media, ranging from websites and managed email campaigns to complete brand development via integrated marketing.
MoreSleep Creative Agency – Berlin. CREATING VALUE FOR A NETWORKED CULTURE. WE DESIGN AND DEVELOP INDIVIDUAL SOLUTIONS AND PRODUCTS TO SIMPLIFY AND EXCITE OUR LIFE.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
TWIST: Using HumanKind tools in my personal lifeHoward Laubscher
During our Friday morning chats called TWIST, we get to bring 10 minutes on any topic. I used our internal tools and approaches and applied them to my personal life. Doing thing allowed me to pressure test our approach into practical life and experience them first hand instead of for our clients.
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
Our latest design brochure creds. Check out some of our client work here.
TEN Creative are an award winning design agency in Norwich, Norfolk UK. We work on design for print and digital media, ranging from websites and managed email campaigns to complete brand development via integrated marketing.
MoreSleep Creative Agency – Berlin. CREATING VALUE FOR A NETWORKED CULTURE. WE DESIGN AND DEVELOP INDIVIDUAL SOLUTIONS AND PRODUCTS TO SIMPLIFY AND EXCITE OUR LIFE.
This is a presentation that I gave to a USF Masters of Business Administration class on Brand Planning for Clients. My hope was to share some thoughts with the future generation of clients on planning, positioning, relevance and new product development.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
Brand Storytelling: A Look at the Hero and Brand JourneyKim Donlan
Consumer decisions and behaviors are increasingly driven by the opinions, tastes and preferences of an exponentially large global pool of friends, peers and influencers. Social activities have become the place where consumers tell their stories. 70% of consumers hear of other's experience of brands and 65% learn about products and services. Brand storytelling is not about telling your brand story -- it is about making the consumer the hero. Today’s consumer has the ability to share their hero journey and it is our job as marketers to be the herald of their story.
Nicolas Bordas - TBWA - HUBFORUM Paris 2013 HUB INSTITUTE
HUBFORUM PARIS 2013
Panel : Creativity is the future of innovation - Keynote
Intervenant : Nicolas Bordas - Vice-Président TBWA Europe & President BEING Worldwide - TBWA
http://www.hubforum.com/paris/2013/
www.hubinstitute.com
THESIS ACTIVATION: Sector 9 brand bibleStephen Hayes
For the past few months I have been working on my honours thesis with the title being:
Do Consumers or Brands Establish the Brand Identity of Longboard organisations in Durban?
Being a brand ambassador for the Sector 9 brand, I decided to focus my research on them within the South African and more specifically Durban realm.
I have conducted a vast amount of secondary as well as primary research and one of the key issues I found was the inconsistency between how the brand views itself and how consumers view the brand.
This is because the Sector 9 brand doesn't necessarily keep its brand identity constant. Brand ambassadors are given product and become "sponsored riders" yet no guidelines or instructions are given about what they should be doing with the product or in general for advertising.
Thus, I have come up with the idea of a Sector 9 - Brand Ambassador Bible. This bible will include all relevant information about the Sector 9 brand as well as rules and guidelines for ambassadors to follow, with regards to how they should present themselves and behave in different situations.
Agencia de comunicación interactiva que busca construir movimientos capaces de reunir tribus de consumidores alrededor de marcas. Como el consumidor ve, escucha y lee lo que quiere, nosotros le tomamos la palabra. Por eso en La Web… ¡Hacemos lo que nos gusta!
Un resumen fotoperiodístico en 100 diapositivas de lo más relevante de la Explosión Creativa 2011 celebrada en Caracas, Venezuela.
Hecho de creativos para creativos...
Atte.
La Web Mercadeo Interactivo
@loquenosgusta
Facebook zero. El alcance orgánico de Facebook tiende a ceroOgilvy
Facebook zero es un withepaper desarrollado por Social@Ogilvy en el que se explica cómo el alcance orgánico de Facebook tiende a cero, eso hará que Facebook sean un canal de medios pagados más. Aborda una serie de consejos para seguir generando contenido de calidad en esta nueva situación.
The way we use tablets quickly changes from environment to environment we inhabit. In one instance we might be lounging on the sofa after work making a purchase with our tablet and a just a few hours later propping it along side a cookbook to instruct us how to finish making dinner. Brandon Berger takes a look at these environments and analyzes the types of consumer behaviors and patterns marketers can use to evolve their digital marketing approach when implementing tablet devices into the mix.
Re designing the World of PR [People Relations]MSL
The world is changing, fast, and our clients are facing huge transformations. There is a strong call for change, in the PR industry like everywhere. At a recent conference, our chief strategy officer Pascal Beucler was asked to stimulate a discussion on if the PR industry was ready for this change, the challenges we face and the power shifts we need to address, as an industry, to make it happen.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal.
See it live here (Click more for the full link):
http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
DLYohn Brand-As-Business Perspectives from Jim Stengel's GROWDenise Yohn
excerpts from Jim Stengel's book, Grow: How Ideals Power Growth and Profit at the World's Greatest Companies, to show how to use your brand platform as a management tool to fuel, align, and guide every task you undertake.
The following presentation highlights a few interesting aspects of the current disruptive zeitgeist and is rather meant to be a ‘tango with the terminology’ than a complete discourse on the topic. As a former copywriter, creative director and entrepreneur in Germany, Austria and in South Africa, I want to kick off a conversation with you around creative disruption, change, giants, misfits, implications for advertising, and how I fit into the big picture to serve and benefit your business. Enjoy the ride!
Liberty & Co Cannes Lions Festival of Creativity - Top 5 Trends 2014Shannon Lewis
As ever, the Cannes Lions International Festival of Creativity was a marathon of ideas and insights. Now into its 61st year, this action packed festival, set along the French Riviera, attracted over 12,000 people from 94 countries. There was no shortage of data or points-of-view.
Liberty & Co. took a few steps back to distill for you what we found to be the key, and consistent, themes.
The Open Creative Project là bản báo cáo và nghiên cứu của Google nêu bật các yếu tố đóng vai trò then chốt đối với sự sáng tạo của quảng cáo trong tương lai.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
3 Lessons for Brands
Technology killed cheating.
Weaknesses are your greatest strengths.
Brands with purpose do better.
3 Lessons for Agencies
Agencies need more diversity.
Strategy is knowing what not to do.
Modern creativity demands collaboration.
Bonus Lesson
Take risks to stand out.
Get Advertising Smart - Taking creative risksemmersons1
As a creative industry, we are naturally inclined to want to do things that have never been done before, especially with creativity so closely tied with more effective work. So this week, we looked at taking creative risks.
‘वोटर्स विल मस्ट प्रीवेल’ (मतदाताओं को जीतना होगा) अभियान द्वारा जारी हेल्पलाइन नंबर, 4 जून को सुबह 7 बजे से दोपहर 12 बजे तक मतगणना प्रक्रिया में कहीं भी किसी भी तरह के उल्लंघन की रिपोर्ट करने के लिए खुला रहेगा।
01062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
In a May 9, 2024 paper, Juri Opitz from the University of Zurich, along with Shira Wein and Nathan Schneider form Georgetown University, discussed the importance of linguistic expertise in natural language processing (NLP) in an era dominated by large language models (LLMs).
The authors explained that while machine translation (MT) previously relied heavily on linguists, the landscape has shifted. “Linguistics is no longer front and center in the way we build NLP systems,” they said. With the emergence of LLMs, which can generate fluent text without the need for specialized modules to handle grammar or semantic coherence, the need for linguistic expertise in NLP is being questioned.
हम आग्रह करते हैं कि जो भी सत्ता में आए, वह संविधान का पालन करे, उसकी रक्षा करे और उसे बनाए रखे।" प्रस्ताव में कुल तीन प्रमुख हस्तक्षेप और उनके तंत्र भी प्रस्तुत किए गए। पहला हस्तक्षेप स्वतंत्र मीडिया को प्रोत्साहित करके, वास्तविकता पर आधारित काउंटर नैरेटिव का निर्माण करके और सत्तारूढ़ सरकार द्वारा नियोजित मनोवैज्ञानिक हेरफेर की रणनीति का मुकाबला करके लोगों द्वारा निर्धारित कथा को बनाए रखना और उस पर कार्यकरना था।
31052024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
03062024_First India Newspaper Jaipur.pdfFIRST INDIA
Find Latest India News and Breaking News these days from India on Politics, Business, Entertainment, Technology, Sports, Lifestyle and Coronavirus News in India and the world over that you can't miss. For real time update Visit our social media handle. Read First India NewsPaper in your morning replace. Visit First India.
CLICK:- https://firstindia.co.in/
#First_India_NewsPaper
role of women and girls in various terror groupssadiakorobi2
Women have three distinct types of involvement: direct involvement in terrorist acts; enabling of others to commit such acts; and facilitating the disengagement of others from violent or extremist groups.
1. A STORY ABOUT FACING CHANGE
IN ADVERTISING TOLD IN 30 QUOTES
Published on mad-blog.com
2. Change started here: “Technology is shifting the
power away from the editors, the publishers, the
establishment, the media elite. Now it’s the people
who are in control.”
Rupert Murdoch, Global Media Entrepreneur
3. People got power: “Consumers are beginning in a
very real sense to own our brands and participate in
their creation … We need to begin to learn to let go.”
A.G. Lafley, CEO and Chairman, Procter & Gamble
4. People lost trust: “People don’t trust businesses the way
they used to ... For the first time we found that the most
trusted sources were ‘a person such as yourself or a peer’.”
Steve Rubel, Director of Insights, Edelman Digital
5. People don‘t care that much about brands: “Often
our biggest mistake as managers is believing that,
in general, customers care a lot about your brand.
They do not.”
Prof. Patrick Barwise, London Business School
6. People don‘t care that much about advertising:
“Nobody reads advertising. People read what
interests them. And sometimes it’s an ad.”
Howard Gossage, Freeman Mander & Gossage
7. And the lack of interest gets bigger: “There’s a limited
amount of attention in the world. If more of it is going
to personal, non-commercial, un-advertised media, less
of it will go to advertising.”
Russel Davies, Strategist & Author
8. A logical deduction: “Brands that rely too heavily on
mainstream media, or that are not exploring new
technologies and connection points, will lose touch.”
Jim Stengel, Gobal Marketing Officer, Procter & Gamble
9. Remind yourself of what the actual job is: “We’re not
in the business of keeping the media companies alive.
We’re in the business of connecting with consumers.”
Trevor Edwards, Vice President of Global
Brand Management, Nike
10. Today‘s possibilities to connect are endless: “In an
interconnected world, media is everywhere: (...) The
opportunities for value creation are greater than ever
before – but we must expand our vision of what media
is to begin realizing them.”
Umair Haque, Director, Havas Media Lab
11. So: “Everything a brand does that connects to the
consumer is media.”
Lee Clow, Director of Media Arts, TBWA Worldwide
12. The change in media broadens the creative playground:
“By 2015 there will be no separate media and creative
awards because there will be no distinction between ad
agency creativity and media agency creativity.”
Cliff Francis, Manager of Global Media and
Communication, Procter & Gamble
13. The change in media alters the way brands should
communicate: “Every brand today has to think and act
like a media company, rather than pushing stuff out
there, to instead aim to pull an audience in. With our
audience, word is spread like wildfire and it’s much
more cost effective for the client.”
Spencer Baim, Head of Virtue
14. Stop boring the people by sending simple messages:
“The whole industry is obsessed with the idea of a
simple message, endlessly repeated (...) What people
actually want is stuff with some complexity, some meat,
some richness (...) Not stuff that’s distilled to a simple
essence or refined to a single compelling truth. No-one
ever came out of a movie and said ‘I really liked that.
It was really clear.’”
Russel Davies, Strategist & Author
15. So what should brands talk about: “If you want to be
boring, talk about yourself. If you want to be
interesting, talk about something other than yourself.”
Hugh MacLeod, Cartoonist, gapingvoid.com
16. Stop interrupting what people are interested in.
Become part of it: “You used to use your budget to
buy an audience. Now you have to invent ideas to
attract an audience.”
Lisa Seward, Mod Communications
17. Because today ... :“Audiences can now watch
whatever they want, whenever they want. ‘Safe’
advertising gets ignored. It is the beginning of the
end for repetitive advertising.”
Jean Marie Dru, Chairman, TBWA Worldwide
18. And they are right: “The audience is right. They’re
always, always right. You hear directors complain that
the advertising was lousy, the distribution is no good,
the date was wrong to open the film. I don’t believe
that. The audience is never wrong. Never.”
William Friedkin, Movie Director (“The Excorcist”)
19. What agencies should deliver to attract an audience:
“The agency’s job is to create content so valuable and
useful that consumers wouldn’t want to live without it (…)
create content that’s interesting and entertaining enough
to invite the consumer.”
Jeff Hicks, CEO, Crispin Porter Bogusky
20. Giving becomes crucial for a brand: “People become
loyal to that what the brand is giving.”
David Armano, Vice President of Experience Design, Critical Mass
21. Create something valuable that people can engage
with: “The key is to produce something that both pulls
people together and gives them something to do.”
Henry Jenkins, Director Comparative Media Studies Program, MIT
22. Why strive for engagement: “Engagement has a
psychological component, but it will manifest
behaviourally – it will lead to an action.”
Robert DeSena, Director of Relationship Marketing, MARS USA
23. But ... : “Content isn’t king. Conversation is king.
If I sent you to a desert island and gave you the choice
of taking your friends or your movies, you’d choose
your friends – if you chose the movies, we’d call you a
sociopath. Content is just something to talk about.”
Cory Doctorow, Sci-Fi Author
24. The content must contribute something interesting to
the conversation: “Brands only have a role if they can
make the conversation more interesting. Advertising
can’t succeed against the conversation but it can
influence and contribute to the conversation.”
Richard Huntington, Director of Strategy, Saatchi & Saatchi UK
25. So ... : “If it’s not worth talking about, it’s not
worth doing.”
Andy Sernovitz, Author of “WoM Marketing:
How Smart Companies Get People Talking“
26. Finally media changed marketing: “New Marketing
isn’t a single event or website or technology. New
Marketing treats every interaction, product, service
and side effect as a form of media.”
Seth Godin, Author of “Meatball Sundae:
Is Your Marketing out of Sync?”
27. Finally media changed model: “The old model was
informing, persuading and reminding, the new model
is demonstrating, involving and empowering.”
Mitch Matthews, Marketing Chief, Microsoft
28. We can face the change by being prepared:
“If you’re not prepared to be wrong, you’ll never
come up with anything original.”
Sir Ken Robinson, Author of “Out of Our Minds:
Learning to be Creative“
29. We can face the change by celebrating trial and error:
“Enlightened trial and error succeeds over the planning
of the lone genius.”
Dave Kelley, Founder of Ideo
30. We can face the change by failing again: “Always
make new mistakes – If we keep doing the same thing,
we’ll get the same results. We need to be unafraid to
experiment, to try new approaches. And we need to
be unafraid of cocking up and of failing.”
Esther Dyson, Journalist, on emerging digital technology
31. “We are at the beginning of the most exciting time the
advertising business has ever seen. While lots of
people are talking about the challenge of the multi-
media future, I believe it is the biggest opportunity for
creative minds since the ‘60’s.“
Lee Clow, Director of Media Arts, TBWA Worldwide
32. TBWA Group Germany
Hubertus von Lobenstein, CEO
Rosenstrasse 16-17
10178 Berlin (Germany)
Compiled and arranged by michael.zorn@tbwa.de