POOL is a creative collective.

24. THE FUTURE
OF
YOUR BRAND
IS
AROUND YOU.

25. WHAT IS A BRAND?
COLLECTIVELY, WHAT PEOPLE
SAY, FEEL & THINK ABOUT
YOUR PRODUCT, SERVICE OR
COMPANY
(* SOURCE: PAUL ISAKSON *)

26. ASK YOURSELF
THIS:
HOW MANY
FANS
DOES YOUR
BRAND HAVE?

27. HOW
CAN
BRANDS
HAVE
FANS?

28. DELIVER VALUE
THROUGH MARKETING
& MAKE PEOPLES’ LIVES
BETTER
(* SOURCE: PAUL ISAKSON *)

29. BUILD THE MARKETING
INTO THE PRODUCT &
MAKE THE PRODUCT
SO GREAT, PEOPLE
CAN’T HELP BUT TALK
ABOUT IT.
(* SOURCE: PAUL ISAKSON *)

30. THE PRODUCT IS THE
MARKETING
(* SOURCE: PAUL ISAKSON *)

31. UNFORTUNATELY, NOT
ALL PRODUCTS ARE
COOL LIKE THAT...

32. $
ADD VALUE
THRU CONTENT
CONTENT IS THE NEW
CURRENCY
(* SOURCE: PAUL ISAKSON *)

33. POOL POOL
COMPANY
IS HERE IS HERE
CONTENT CONVERSATION
BETTER
BRANDS
AGENCY CONSUMERS
COMMUNITY
POOL
IS HERE

34. OLD MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
(* SOURCE: PAUL ISAKSON *)
CONSUMER

35. NEW MARKETING
PRODUCT
PACKAGING
DISTRIBUTION
CRM
ADVERTISING
(* SOURCE: PAUL ISAKSON *)
CONSUMER

36. HOW DID
WE CREATE
THIS KIND OF
MARKETING?

37. UNCOVER
RICH
CONSUMER
INSIGHTS

38. “Great work comes from insight, and we have
always worked from insight. … We have a
vision of ourselves becoming the lead agency
for the digital age. Insights are going to come in
so many different ways. We’d like to pride
ourselves on the ability to capitalize on them.”
Laura Lang
CEO
Digitas USA
March 2008
Source: Advertising Age - http://adage.com/article?article_id=125670

39. HOW DO
WE UNCOVER
THESE
INSIGHTS?

40. IDENTIFY THE
COMMUNITY
LEADERS...

41. OBSERVE
+
LISTEN

43. RESEARCH & INSIGHTS
+
COMMUNITY & CONTENT
+
CONVERSATION & COLLABORATION
=
BRAND INNOVATION

44. THE
END