|
Delivery
Osama bin Laden a brand?
The VCU Adcenter students began this session by stating “Delivery is the glue that holds everything together”. They went on say that delivery and content need to collaborate much better together, and it seems that right now they aren’t. They need to align brands and delivery methods.
They used two examples, one good, and one bad of brand and delivery. The good? Osama bin Laden? He is a good example of brand working with delivery. He has a distinct view point. He doesn’t try to be everything to everyone. Has a large audience, even if you don’t agree, you listen. Delivery is his pre recorded messages, not large media budget. He is consistent, with his look, location, and message.
The bad? Walmart’s back to school hub Schoolyourway.walmart.com. The VCU Adcenter students thought the campaign tacked with phony personalities, not organic.
Technology Panel Members:
Moderator. Malcolm Russell – Director of Communication Strategy, Mindshare
• Paul Woolmington – Partner, Naked New York
• Mark Goodman
• David Frederick – Director, Living Media & E-Business, Coty Beauty
• Jimmy Mayman – Chairman, GoViral
• Mark Voysey – Head Bloke, Cunning
• Margaret Lewis - EVP, US Director of Communications Planning, Universal McCann
Content needs to come up for discussion when we talk about delivery, need content control. Too much content that doesn’t work, Mark Voysey said to survive in the new advertising era you “need to be more entertaining then your peers”.
Paul Woolminton stated that you need to move from an interruption to becoming an engagement point with your customers. Create content services and tools that your customers want.
Now that the one-off experimentation phase is almost done, agencies can sift through what has been tried, and find the ones that work and integrate said Margaret Lewis.
Separating the media and the creative raises the consciousness of the delivery, and companies can’t take it for granted and really look at how the creative is delivered.
How do you find the best delivery channels?
1. It feels right for the brand, for the idea. Not forced.
2. Get the tasks of communication defined clearly, and then you can find the right channels.
3. Need to educate client about the channels, and start with a great strategy,
Treat your brand like a human.
Curated by Richard Notarianni, Executive Creative Director of Media, Euro RSCG Worldwide, who showed how we should treat brands like humans.
“News today is a war fought on television” was one of Richard's opening statements. He went on to say that news is whatever the consumer makes it to be; its not one thing anymore, In the past, news was whatever the media said it was, but now with so many outlets to get information, news is whatever interests the audience.
He started with a great idea. “What does your brand like?”, he said that if you think of your brand you could come up with some interesting answers and possibilities. His example was Jaguar, and said that Jaguar loves “gorgeous”. He said that a Jaguar was used in a recent video because the video was supposed to convey a feeling of beauty and sophistication and since Jaguar loves gorgeous things, it’s fitting that it would be in this gorgeous video.
Here are Richard’s brand vs. human comparisons.
Brands are constrained by markets, people connect beyond geography. People move around all over the place, but brands stay in the same spot.
Brands seek the spotlight, people share the spotlight. Brands fight for the top spot, or the main news buzz, but humans share the spotlight and work together. If a brand would win an Oscar it would be a short speech, “I’d like to thank me”.
Brands are greedy; People are generous. Brands care only about themselves, and trying to make themselves more profit, people are generous and help others out to make things better for a common good. There are some brands that are becoming more socially conscious, which is a new popular trend.
Brands build repletion, people elaborate. When people are in contact with other people, they don’t retell the same thing they did the last time, they share new stories and experiences. Brands buy large media slots to repeat the same message, over, and over again.
Brands exist on a narrow plane, people live in three dimensions. People exist everywhere, at work, at play; you don’t just run into people you know in one place, you meet them in different venues all the time. Brands only exist in advertising.
Brands are secure in their categories, people are immersed in popular culture. Brands have blinders on beyond what is in their marketing category. People are immersed in popular culture, and explore many venues.
Brands have guidelines and policies, people have beliefs. Brands need to practise what they preach from the inside out; people don’t have guidelines, and they create a belief structure for themselves and relate everything they do with it.
If you want to deliver great ideas, treat the brand as a human, and see what comes out.
|
| |
|  |
|
|
|
Issue #2.1 - NY Summit Special
|
|
|
