1. Setting the context: the fundamentals
2. Traditional media: key characteristics of major platforms
3. New media: what’s di
erent? What’s common?
4. Key takeaways
t we will be discussing tod
We need a mobile app! Brief a developer.
Why aren’t we on Instagram?
We must post at least 5 tweets today
What is our engagement score on Facebook?
Usain Bolt just won! Can we create a topical Facebook post about our
mosquito repellent brand?
Youngsters are on Snapchat. Why aren’t we advertising there?
“A brand is the sum of all expressions by which an
entity (person, organization, company, business
unit, city, nation, etc.) intends to be recognized”.
~ Seth Godin
“A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a consumer’s
decision to choose one product or service over another. If the
consumer (whether it’s a business, a buyer, a voter or a donor)
doesn’t pay a premium, make a selection or spread the word,
then no brand value exists for that consumer.”
Appeal to the basic human instincts
- they have remained unchanged for
eons and will not change.
“It is fashionable to talk about changing
man. A communicator must be
concerned with unchanging man, with
his obsessive drive to survive, to be
admired, to succeed, to love, to take care
of his own’.
dvertising legend, founder- DDB
Feature A 200cc cruiser bike with an oil cooled engine
it An exhilarating getaway in every ride
A ride so exhilarating that you pardon the wrong
doings of people in your life
Tag line Feel like God
• Basic human instincts have not changed and will not change for eons -
marketing & advertising have to tap those instincts
• Find a way to say relevant things in a compelling way at the right time on the
• There is not substitute for deep understanding of the ever-changing consumer
• A communication based on a true insight is likely to
nd a stronger resonance.
• Likeable advertising subliminally transfers positive feeling towards the brand
In 1900, there were fewer than 3,000 cars on the
roads of France. To increase the demand for
cars and, accordingly, car tyres, car tyre
manufacturers and brothers Édouard and
André Michelin published a guide for French
motorists in 1900, the Michelin Guide.
rketing is not
6. Beyond brand a
brand advocacy: get people to talk
about your product or communication
positively: 'share worthy’
• Brand Actions - can’t just stop at a claim
• Give more than you ask for
• The consumer has more ways to ignore your message
• You will be judged and criticised more than ever before
• Don’t add to the noise
• Your best customers can be your advocates
cteristics of new medi
1. A product which meets a genuine consumer need: immunity boosting ice
2. A communication idea which is based on human insight
3. Exploiting the medium to its advantage
4. A strong link between the message and the product
5. Meeting a business need or objective
6. Entertaining, engaging content
re the s
• The fundamentals of marketing communications will remain the same - even in the
days of hashtags and Instagram stories
• Appealing to the human instincts to be loved, recognised, take care of self & dear
ones will continue to appeal
• Communication based on universal insights will be more relatable
• Use the platform & medium to your advantage
• Above all, creativity is still the best edge for a brand against competition