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Here are the 7 tenets of my agency that doesn’t exist yet:
Speculation
Illusion
Access
Experimentation
Novelty
Focus
Bail money
Yes, several of those require explanation. But that means we’re already on our way to a creds presentation.
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Pop quiz; which of the following things killed advertising?
Clients valuing of efficiency over effectiveness
Clients trying to on every platform at once despite having the same % of budget as when there was just TV, print, and radio.
Agencies being cool with the above and just “trying to make it work” rather than knowing what we are supposed to be about
an Ad supported internet
(ǝʌoqɐ ǝɥʇ ɟo llɐ :ɹǝʍsuɐ)
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Despite being in control of very little of a company’s success overall, advertising actually does hold the keys for a good portion of brand growth…
Seven Rules for Brand Growth
After several bruising rounds of marketing myth-busting, HBG outlines 7 scientifically derived rules for brand growth:
1. Continuously reach all buyers of the category (communication and distribution) – avoid being silent
[the job of media plan]
2. Ensure the brand is easy to buy (mental and physical availability)
[the job of distribution and e-comm]
3. Get noticed (grab attention and focus on brand salience to prime the users mind)
[The PRIMARY job of advertising]
4. Refresh and build memory structures (respect existing associations that make the brand easy to notice and easy to buy)
[The job of advertising]
5. Create and use distinctive brand assets (use sensory cues to get noticed and stay top of mind)
[The job of advertising]
6. Be consistent (avoid unnecessary changes, whilst keeping the brands fresh and interesting)
[The job of advertising, media]
7. Stay competitive (keep the brand easy to buy and avoid giving excuses not to buy (i.e. by targeting a particular group)
[Everyone’s job]
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Some light thoughts for a Friday…. But this excerpt from Will Storr’s “Seflie” (DL link) has two points worth calling out.
If the above is true, then maybe… just maybe, Advertising is the most noble pursuit one can take on. To distract human kind from the darkness of the void.
It is also entirely possible that this POV is either incredibly insightful OR what the world feels like through the lens of depression, which the author admittedly struggles with. In which case, the degree to which you agree could be a cheap method of diagnosis.
Either way, agreement with the excerpt is probably a good sign you’re in the right industry.
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Another deep truth from Storr:
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lol imagine walking into a pitch and just presenting one slide:
(note to clients: the answer isn’t in the data)
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You could work for the best company in the world, but in a profit maximizing system, the company is not on your side.
Other than your love, the most precious thing in life you can give is your labor.
Get that paper in return.
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Speaking of broken systems, shout out to the Tacoma PD officer who responded to my burglar alarm in flip flops, walked up to the door, looked in the window and left.
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