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
1. A STORY ABOUT FACING CHANGE
IN ADVERTISING TOLD IN 30 QUOTES
Published on mad-blog.com
2. Change started here: âTechnology is shifting the
power away from the editors, the publishers, the
establishment, the media elite. Now itâs the people
who are in control.â
Rupert Murdoch, Global Media Entrepreneur
3. People got power: âConsumers 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.â
A.G. Lafley, CEO and Chairman, Procter & Gamble
4. People lost trust: âPeople donât trust businesses the way
they used to ... For the first time we found that the most
trusted sources were âa person such as yourself or a peerâ.â
Steve Rubel, Director of Insights, Edelman Digital
5. People donât care that much about brands: âOften
our biggest mistake as managers is believing that,
in general, customers care a lot about your brand.
They do not.â
Prof. Patrick Barwise, London Business School
6. People donât care that much about advertising:
âNobody reads advertising. People read what
interests them. And sometimes itâs an ad.â
Howard Gossage, Freeman Mander & Gossage
7. And the lack of interest gets bigger: âThereâs 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.â
Russel Davies, Strategist & Author
8. A logical deduction: âBrands that rely too heavily on
mainstream media, or that are not exploring new
technologies and connection points, will lose touch.â
Jim Stengel, Gobal Marketing Officer, Procter & Gamble
9. Remind yourself of what the actual job is: âWeâre not
in the business of keeping the media companies alive.
Weâre in the business of connecting with consumers.â
Trevor Edwards, Vice President of Global
Brand Management, Nike
10. Todayâs possibilities to connect are endless: âIn an
interconnected world, media is everywhere: (...) The
opportunities for value creation are greater than ever
before â but we must expand our vision of what media
is to begin realizing them.â
Umair Haque, Director, Havas Media Lab
11. So: âEverything a brand does that connects to the
consumer is media.â
Lee Clow, Director of Media Arts, TBWA Worldwide
12. The change in media broadens the creative playground:
âBy 2015 there will be no separate media and creative
awards because there will be no distinction between ad
agency creativity and media agency creativity.â
Cliff Francis, Manager of Global Media and
Communication, Procter & Gamble
13. The change in media alters the way brands should
communicate: âEvery 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 itâs much
more cost effective for the client.â
Spencer Baim, Head of Virtue
14. Stop boring the people by sending simple messages:
âThe 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 thatâs distilled to a simple
essence or refined to a single compelling truth. No-one
ever came out of a movie and said âI really liked that.
It was really clear.ââ
Russel Davies, Strategist & Author
15. So what should brands talk about: âIf you want to be
boring, talk about yourself. If you want to be
interesting, talk about something other than yourself.â
Hugh MacLeod, Cartoonist, gapingvoid.com
16. Stop interrupting what people are interested in.
Become part of it: âYou used to use your budget to
buy an audience. Now you have to invent ideas to
attract an audience.â
Lisa Seward, Mod Communications
17. Because today ... :âAudiences can now watch
whatever they want, whenever they want. âSafeâ
advertising gets ignored. It is the beginning of the
end for repetitive advertising.â
Jean Marie Dru, Chairman, TBWA Worldwide
18. And they are right: âThe audience is right. Theyâre
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 donât believe
that. The audience is never wrong. Never.â
William Friedkin, Movie Director (âThe Excorcistâ)
19. What agencies should deliver to attract an audience:
âThe agencyâs job is to create content so valuable and
useful that consumers wouldnât want to live without it (âŠ)
create content thatâs interesting and entertaining enough
to invite the consumer.â
Jeff Hicks, CEO, Crispin Porter Bogusky
20. Giving becomes crucial for a brand: âPeople become
loyal to that what the brand is giving.â
David Armano, Vice President of Experience Design, Critical Mass
21. Create something valuable that people can engage
with: âThe key is to produce something that both pulls
people together and gives them something to do.â
Henry Jenkins, Director Comparative Media Studies Program, MIT
22. Why strive for engagement: âEngagement has a
psychological component, but it will manifest
behaviourally â it will lead to an action.â
Robert DeSena, Director of Relationship Marketing, MARS USA
23. But ... : âContent isnât king. Conversation is king.
If I sent you to a desert island and gave you the choice
of taking your friends or your movies, youâd choose
your friends â if you chose the movies, weâd call you a
sociopath. Content is just something to talk about.â
Cory Doctorow, Sci-Fi Author
24. The content must contribute something interesting to
the conversation: âBrands only have a role if they can
make the conversation more interesting. Advertising
canât succeed against the conversation but it can
influence and contribute to the conversation.â
Richard Huntington, Director of Strategy, Saatchi & Saatchi UK
25. So ... : âIf itâs not worth talking about, itâs not
worth doing.â
Andy Sernovitz, Author of âWoM Marketing:
How Smart Companies Get People Talkingâ
26. Finally media changed marketing: âNew Marketing
isnât a single event or website or technology. New
Marketing treats every interaction, product, service
and side effect as a form of media.â
Seth Godin, Author of âMeatball Sundae:
Is Your Marketing out of Sync?â
27. Finally media changed model: âThe old model was
informing, persuading and reminding, the new model
is demonstrating, involving and empowering.â
Mitch Matthews, Marketing Chief, Microsoft
28. We can face the change by being prepared:
âIf youâre not prepared to be wrong, youâll never
come up with anything original.â
Sir Ken Robinson, Author of âOut of Our Minds:
Learning to be Creativeâ
29. We can face the change by celebrating trial and error:
âEnlightened trial and error succeeds over the planning
of the lone genius.â
Dave Kelley, Founder of Ideo
30. We can face the change by failing again: âAlways
make new mistakes â If we keep doing the same thing,
weâll 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.â
Esther Dyson, Journalist, on emerging digital technology
31. âWe 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 â60âs.â
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