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When the readers become writers (or the evolution of advertising creative)
The document discusses the changing role of brands and advertising from 1960 to present. It notes that in the past, brands defined themselves through advertising but now must prove themselves through their actions. It also shifts from advertisers telling stories to facilitating others telling stories. New questions for brands focus on communities, shared experiences, and ongoing participation rather than demographics or messaging. Creativity now emphasizes shareable, interactive, and ongoing content over attention-getting tricks.
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When the readers become writers (or the evolution of advertising creative)
- 1. when the readersbecome writers, what do the writers become? Thursday, February 10, 2011
- 2. “ Finding out what to say is the beginning of the communication process. How you say it makes “ people look and listen and believe. Thursday, February 10, 2011
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- 4. 1960 - 2000 a brand is what a brand says it is. Thursday, February 10, 2011
- 5. creativity attention-getting original unexpected entertaining emotional Thursday, February 10, 2011
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- 13. Good advertising tellswhat a product does and why you should buy it. Great advertising expresses what a brand stands for and invites you to share in its beliefs. Thursday, February 10, 2011
- 14. 2000 - Beyond a brand isn’t what a brand says. a brand is what a brand does. Thursday, February 10, 2011
- 15. Creative is nolonger about good advertising or bad advertising. It’s may not even be about advertising. Thursday, February 10, 2011
- 16. Creative is nolonger about good advertising or bad advertising. It’s may not even be about advertising. Thursday, February 10, 2011
- 17. Consumers don’t wantto watch and read and consume. They want to participate, share and respond. Thursday, February 10, 2011
- 18. Consumers don’t wantto watch and read and consume. They want to participate, share and respond. Thursday, February 10, 2011
- 19. Once we werein the business of telling stories. Now we are in the business of getting others to tell stories for us. Thursday, February 10, 2011
- 20. create stories withus Thursday, February 10, 2011
- 21. become the storythemselves Thursday, February 10, 2011
- 22. building platforms thatearn attention Thursday, February 10, 2011
- 23. creating utility ratherthan messages Thursday, February 10, 2011
- 24. finding new waysto deliver service Thursday, February 10, 2011
- 25. helping customers makedecisions Thursday, February 10, 2011
- 26. including them inthe marketing Thursday, February 10, 2011
- 27. providing collaborative advantages Thursday,February 10, 2011
- 28. owning the media Thursday,February 10, 2011
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- 31. old questions who is our target audience? what is the problem we are trying to solve? what differentiates us? what is our main communication point? Thursday, February 10, 2011
- 32. new questions Who is our community? Where do they hang out? What is their relationship to media, technology and community? What value are we providing? What is our content? Why will people share it? How can they get involved? What will keep it going? Thursday, February 10, 2011
- 33. attention-getting original unexpected entertaining emotional Thursday, February 10, 2011
- 34. attention-getting shareable original interactive unexpected participatory entertaining useful emotional ongoing Thursday, February 10, 2011
- 35. Instead of havingadvertising ideas, we need to have ideas that are worth advertising. Gareth Kay Thursday, February 10, 2011
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- 37. create content thatgenerates more content Thursday, February 10, 2011
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- 39. learn to leveragethe network effect Thursday, February 10, 2011
- 40. let’s embrace anew definition of creative and story telling Thursday, February 10, 2011
- 41. the future ofadvertising is story telling and software working together Thursday, February 10, 2011
- 42. it calls fora new kind of person copywriter art director web designer IA/UX programmer video producer content strategist connection planner PR/social media media analytics Thursday, February 10, 2011
- 43. be curious embrace collaboration seek collisions stay unbound Thursday, February 10, 2011