28. Companies, instead of focusing on selling
with their marketing, develop an over-
over
dependence on tactical solutions, tactical
experts, and creativity.
Twitter, MySpace, Creative, Banner ads, Flash, TIVO busting
technology,
technology fake blogs real blogs and on and on and on
blogs, blogs,
29. Even the behaviour of customers
reflect their attempt to solve this
Especially online, you see the growth of blogs,
social networks, Web 2.0, networking, rating
systems, sharing, and so on.
(These are ad hoc systems designed to add human meaning
to the piles of data out there.)
32. Back in the old days
days…
Ads were sellers, there was more time, more space
In the US, only a handful of companies were national,
so there was much less competition…
38. Branders!!!
Their success led to a spread of the methods of branding,
which led to a paradigm benchmark, which led to universities
benchmark
changing their curriculum to educate new advertisers and
marketers in the concepts of branding, which led to a sea
change in what was thought of a good marketing and
g g g g
advertising.
So advertising changed from trying to educate the customer to
advertising focused solely on the CREATIVE.
39. So, we deal with a flood of EMPTY and
MEANINGLESS clutter
And most people cannot see what the real problem is
p p p
because after all, the flood is exactly what everyone thinks is
good advertising anyways
43. We can do this because most companies
do a good job creating good products
and can build good service
44. Where most companies fail is in
effectively marketing and advertising to
communicate to their prospective
customers
45. They fail to mine and find those
gems that can convince and sell
sell,
those gems that can result in a
long term sustainable marketing
term,
advantage
46. We believe that within your business is enough
meaningful information to convince anyone
and everyone to buy what you sell.
y y y
47. Our Challenge is to help business
owners find the right content and
then communicate that content
in the best manner possible.
