09/12/2007 09:00:34 PM 
(3) 
(3) 1. An entertainment based model where marketers work hard to breakthrough the clutter. The goal is to raise awareness and to get people to like you.
2. A utility based model- the brand provides something useful, good and meaningful to its consumers and perhaps the world beyond. Instead of just running regular ads, they are big idea platforms that inspire, encourage engagement and give something back.
If you don’t do either of these, you will die.
The “shouting” benefits model of marketing communication is about to become as extinct as a dodo.
So the challenge for brands that operate is to understand how they get to entertainment and/or utility.
The secret is the same as it has always been.
It’s all about having a disciplined strategic process that allows you to uncover the big idea.
Something that allows you to stand for something that’s way bigger than yourself or your category.
Once you have it, the opportunities become boundless.
It’s a place that comes from a brand truth, but expands way beyond that.
It can be like over the top entertaining emotional “Joy” of Cadbury’s chocolate or Omo’s philosophical belief that “Dirt is Good”.
Think only about small functional benefits and you will die.
It’s time to think big.
What are you about?
What do you believe in?
Posted by Ed Cotton
Share / Bookmark:
Disciplined Strategy
I am studying advertising at the Academy of Art with a focus on strategy & I'm lucky enough to be working as a Marketing Associate for a small corporation. I'm new here to the organization and I'm wondering how I can contribute this company's lack of clear strategy. Our creative department is so busy but I have to scratch my head that all this creative work is being generated but I still don't have a clear idea what their strategy is (other than to increase sales) and only a semi-clear idea who our audience is. I include briefs with every creative work order I submit, I just wish I had a better idea of how to go about uncovering our company's brand truths so that next time I'm asked to create a flyer - I'm aiming right at the target! I can't wait til I graduate to find an agency to work for =) Thanks for your insights, they remind me what to focus on.
Posted by Monica on 09/19/2007 05:36 PM
I am studying advertising at the Academy of Art with a focus on strategy & I'm lucky enough to be working as a Marketing Associate for a small corporation. I'm new here to the organization and I'm wondering how I can contribute this company's lack of clear strategy. Our creative department is so busy but I have to scratch my head that all this creative work is being generated but I still don't have a clear idea what their strategy is (other than to increase sales) and only a semi-clear idea who our audience is. I include briefs with every creative work order I submit, I just wish I had a better idea of how to go about uncovering our company's brand truths so that next time I'm asked to create a flyer - I'm aiming right at the target! I can't wait til I graduate to find an agency to work for =) Thanks for your insights, they remind me what to focus on.
Posted by Monica on 09/19/2007 05:36 PM
Very well summarized
I have been espousing this (less eloquently!) for some time.
Posted by Francis on 09/27/2007 03:01 PM
I have been espousing this (less eloquently!) for some time.
Posted by Francis on 09/27/2007 03:01 PM
It appears you don't have Flash installed.
Coudln't agree more with what you're suggesting here; that the old way of marketing is dying (or dead). Companies today have to abandon the old marketing funnel and find ways to build relationships with people (perhaps like this http://thecword.typepad.com/thecword/2007/08/turn-the-funnel.html). It's also interesting how tough companies find it to declare their beliefs; their fear that placing a stake in the ground will alienate a few people ends up alienating everybody (we mused a little about that toohttp://thecword.typepad.com/thecword/2007/08/belief-driven-d.html).