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  1. & Advertising The Business of Brands Welcome to

  2. The Media Revolution. • “Media Revolution” Video Bruce Bendinger - Editor Advertising & The Business of Brands

  3. How To Read This Book: • Context Goes Down the Sides Context Goes Down the Sides • Text Goes Down the Middle... • Starts w. “How This Chapter is Organized” • Ends w. Concepts and Vocabulary • Lists • Facts • Stats • Examples • Concepts • Stories

  4. What you really want to know is… “What’s on the Test ? ! ?” • If it’s in the middle, it’s probably going to be on the test. • On the side, ad examples and nice stories are probablynot on the test • On the side, facts, lists, and statistics may be on the test • Concepts and Vocabulary will always be on the test.

  5. Hey, who’s this guy? Key Concepts: • The Brand • A Few Revolutions • Four Businesses • Information, Ideas and Change • “Creative Destruction”

  6. The Brand: • Verb - “biernan” to burn • Noun- “a name, term, symbol, or design (that) identifies products.” • Concept- “a conceptual entity that focuses marketing activities.” • A Meaning System - “by adding meaning to objects… advertising performs a role historically assoc-iated with religion..” (AdCult)

  7. Key Concept: Today . . . The Business World Has Organized Itself Around Brands.

  8. So… what about all those Revolutions?

  9. 10,000 years ago… • The Agricultural Revolution • Primary Economic Activity • This changed how people lived and worked together. • First beer, then bread. • Early Brands/Icons - symbols of • Religion • Rulership (Flags, etc.)

  10. 10,000 years ago… • The Agricultural Revolution • Primary Economic Activity • This changed how people lived and worked together. • First beer, then bread. • Early Brands/Icons - symbols of • Religion • Rulership (Flags, etc.) • Ownership • Communication

  11. 10,000 years ago… • The Agricultural Revolution • Primary Economic Activity • This changed how people lived and worked together. • First beer, then bread. • Early Brands/Icons - symbols of • Religion • Rulership (Flags, etc.) • Ownership • Communication

  12. 200+ years ago… • The Industrial Revolution • Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation

  13. 200+ years ago… • The Industrial Revolution • Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation • It changed how people lived and worked together. • Branded Communications • Identified manufactured goods • Reputation of manufacturer

  14. 100 years ago… • The Beginnings of Modern Advertising: • Mass Manufacturing • Mass Distribution • Mass Communication • Mass Education • And disposable income! • It changed how people lived • Branded Products

  15. 50 years ago… • The Post-Industrial Revolution • Tertiary Economic Activity - Services and Information • It changed how people lived and worked. • Marketing became more important • Branded Services • Brands were becoming an intrinsic part of people’s lives

  16. Today ... • Almost everything is a Brand • Most manufactured goods • Most services • Entertainment brands • In some ways, YOU are a brand! • Brands have become an organizing force of modern business • Brands have become a cultural meaning system.

  17. What’s more . . . • The Media Revolution is changing everything! • Our behavior • Business models • Communication models • New Business opportunities • New Career opportunities • and of course… Brands!

  18. Business Today. • The Media Revolution… • Brands are a cultural and business meaning system. • Marketing has become a major business function • A major part of marketing is marketing communication. • And one of the major ways brands communicate is…

  19. Advertising! • An important part of American culture. • An increasingly important part of global culture. • The Original Marketing Communication • Still the major type of Brand-Building Communication

  20. & Advertising The Business of Brands 4 Types of Businesses: • Marketers (& Advertisers) • Advertising Agencies • Media Companies • Marketing Services Suppliers

  21. Scott Bedbury (Nike/Starbucks) Four Examples : • A Marketer • A Writer

  22. (Roy Spence & Friends) Four Examples : • Scott Bedbury (Nike/Starbucks) • A Marketer • A Writer • GSD&M • An Advertising Agency

  23. Four Examples : • Scott Bedbury (Nike/Starbucks) • A Marketer • A Writer • GSD&M (Roy Spence & Friends) • An Advertising Agency

  24. Four Examples : • Scott Bedbury (Nike/Starbucks) • A Marketer • A Writer • GSD&M (Roy Spence & Friends) • An Advertising Agency • Robert L. Johnson • An Entertainment Brand • A Media Company

  25. Lisa Fortini-Campbell Four Examples : • Scott Bedbury (Nike/Starbucks) • A Marketer • A Writer • Robert L. Johnson • GSD&M (Roy Spence & Friends) • An Advertising Agency • A Media Company • An Entertainment Brand • Marketing Services

  26. Four Examples : • Scott Bedbury (Nike/Starbucks) • A Marketer • A Writer • Robert L. Johnson • GSD&M (Roy Spence & Friends) • An Advertising Agency • A Media Company • An Entertainment Brand • Lisa Fortini-Campbell • Marketing Services

  27. Kinds of Brands: • Packaged Goods

  28. Kinds of Brands: • Packaged Goods • Durable Goods

  29. Kinds of Brands: • Packaged Goods • Durable Goods • Services American Express

  30. Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers

  31. National Safety Council (& Ad Council) Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations

  32. California Fluid Milk Processor Advisory Board (& Girl Scouts) Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations

  33. Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations • California Raisin Advisory Board

  34. Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations • Entertainment Brands

  35. Kinds of Brands: • Packaged Goods • Durable Goods • Services • Retailers • Organizations • Entertainment Brands • Other Examples • Transportation, Music, Retail...

  36. Three Key Concepts: • Information • A major change in our economy • “PowerShift” • A major change in how we work. • Knowledge Workers • Ideas • The Economic Power of Ideas • Advertising is about Ideas And . . .

  37. The Challenge of Change • Joseph Schumpeter • Ideas can change the game • Faster than ever • Ideas can also destroy • “Creative Destruction” • Ideas can add value • Paul Romer’s work in Economics

  38. The Challenge of Change • The Speed of Change • Yes, it’s moving faster • Think what that means for your Education! • Think what that means for your Career...

  39. How Brands Manage Change • Planning • Implementation • Evaluation

  40. You & Your Career- • Right now, you’re “job shopping” • This book ends with... • A Marketing Plan for “The Brand Called You”

  41. Understand yourself as a Product You & Your Career- • Right now, you’re “job shopping” • This book ends with... • A Marketing Plan for “The Brand Called You”

  42. You & Your Career- • Right now, you’re “job shopping” • This book ends with... • A Marketing Plan for “The Brand Called You” • Understand yourself as a Product • Understand Your Market

  43. Increase Your Market Value You & Your Career- • Right now, you’re “job shopping” • This book ends with... • A Marketing Plan for “The Brand Called You” • Understand yourself as a Product • Understand Your Market

  44. Bring your product to market You & Your Career- • Right now, you’re “job shopping” • This book ends with... • A Marketing Plan for “The Brand Called You” • Understand yourself as a Product • Understand Your Market • Increase Your Market Value

  45. Next Steps: • Your Next Reading • Your Next Assignment

  46. Thank You.