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The Classic \"Your Brand Is Not My Friend\" presentation adapted for the students at MCAD and for the Conversations About the Future of Advertising Series\n\n

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Présentations Transcript
your brand is not my friend

Your Brand Is Not My Friend

Presented by Alan Wolk

slide8

But

Your Brand Is Not My Friend

then along came

Then along came

The Real Digital Revolution

this has resulted in a complete change

This has resulted in a

complete change in consumer behavior

before 2

Before

PURCHASE

AD

before 3

Before

PURCHASE

AD

Now

before 4

Before

PURCHASE

AD

AD

Now

before 5

Before

PURCHASE

AD

AD

GOOGLE

Now

before 6

Before

PURCHASE

AD

AD

GOOGLE

PURCHASE

Now

slide26

AD

GOOGLE

PURCHASE

That’s huge

faster

Faster!!

Limited

Time

Only!!!

New & improved needs to mean it

once this happened print and tv couldn t close

Once this happened,

print and TV couldn’t close the sale anymore

when we surfed the web banners took you someplace

When we “surfed” the web, banners took you

someplace just as interesting as where you were

but now that we go online for a reason

But now that we go online for a reason, we’re not

likely to stop what we’re doing to “interact” with an ad

quick case study why whole foods does facebook

Quick Case Study:

Why Whole Foods does Facebook right

5 coupon

$5 Coupon

Facebook update in my inbox

5 coupon 1

$5 Coupon

via PDF on

external site

Facebook update in my inbox

5 coupon 2

$5 Coupon

via PDF on

external site

Signed by a

real person

Facebook update in my inbox

links to wf external sites

Links to WF

external sites

Whole Foods Facebook fan page

links to wf external sites 1

Links to WF

external sites

Useful videos

Whole Foods Facebook fan page

links to wf external sites 2

Links to WF

external sites

Useful videos

Store photos

Whole Foods Facebook fan page

slide95

Blog

WholeFoodsMarket.com - the consumer website

slide96

Blog

Coupons

WholeFoodsMarket.com - the consumer website

recipes

Recipes

Blog

Coupons

WholeFoodsMarket.com - the consumer website

contest

Contest

Recipes

Blog

Coupons

WholeFoodsMarket.com - the consumer website

contest 1

Contest

The Whole Story blog

contest 2

Contest

Social media

links

The Whole Story blog

contest 3

Contest

Social media

links

Links to

useful blogs

The Whole Story blog

they may not always talk to you but they will

They may not always talk to you,

but they will talk about you

Which is exactly what you want:

but what then

But what then?

What if they’re talking about you and your

competition

And they like you both?

brand messages now need to be more holistic more

Brand messages now need to be more holistic.

More than words on a page or images on TV

we can no longer focus on finding the exact right

We can no longer focus on finding the exact right

shade of blue: it makes us contractors not architects

what will the creative department of the future

What will the creative department

of the future look like?

less collaboration writers work on blogs web site

Less collaboration: writers work on blogs & web site

copy, art directors work on product and store design

more collaboration tomorrow s creatives will need

More collaboration: tomorrow’s creatives will need to

work with people with all sorts of job descriptions

that s because agencies will be doing

That’s because agencies will be doing a lot of

different things for clients, things that don’t fit into

the boxes of today’s 20th century agencies

agencies will need to be flexible and staffers

Agencies will need to be flexible and staffers will

need to be able to do more than one thing

the more you can show that you are more than just

The more you can show that you are more than

just a copywriter or an art director, the better.

agencies are evolving daily no one knows exactly

Agencies are evolving daily.

No one knows exactly what the future will look like.

But I can assure you one thing:

alan wolk

Alan Wolk

Toad Stool Blog: toadstoolblog.com

Email:

alan.wolk@mac.com

ad