When the readers become writers what do the writers become?

Above is a recent talk* I gave at the University of Oregon about the evolution of advertising creativity. We’ve moved from defining brands through their words to defining them by their behaviors.  “A brand isn’t what a brand says; a brand is what a brand does.”

We’ve gone from being storytellers to marketers who need to master the tools and tactics that will get others to tell stories for us and or create them with us.  As my my friend Mike Arauz likes to remind us, “We tell our friends about your brand not because we like your brand, but because we like our friends.”

We need to ask new questions in order to craft a more relevant brief. And while attention-getting, original, unexpected, entertaining and emotional are still the criteria we use to evaluate creative, we need to make work that is shareable, interactive, participatory, useful and ongoing.

Have a look.  And as always, feel free to re-purpose in any way you want.

*This is one of many talks and keynotes I’ve delivered at U of Oregon as the Richard Ward Executive in Residence this week.  Will share more soon.

5 comments
LYP
LYP

LYP-Nike as a historic brand is popular in all over the world,<a href="http://www.shoesaustralia-j.com/">nike australia</a> occupies a very important position. No matter what age the person will have a pair of <a href="http://www.shoesaustralia-j.com/nike-sb-c-1078.html">nike shoes</a>. This shows that people love the Nike.<a href="http://www.shoesaustralia-j.com/">nike shoes australia</a>'s success depends largely on accurate market positioning and excellent quality. A lot of people are eager to buy <a href="http://www.shoesaustralia-j.com/">cheap nike shoes</a>, stores often  only discount after last season's, how to buy a pair of cheap Nike? Now you can come to <a href="http://www.shoesaustralia-j.com/">nike shoes online</a> store. You can buy an ultra-low price of one pair of the latest <a href="http://www.shoesaustralia-j.com/nike-free-c-1056.html">nike free</a>,Or the girls favorite <a href="http://www.shoesaustralia-j.com/nike-sb-c-1078.html">nike heels</a>!<br>NIKE name, in the eyes of Westerners was very lucky, easy to read and easy to remember,it is known.<a href="http://www.shoesaustralia-p.com/">nike shoes</a> trademark symbol of the Greek goddess of victory wings of feathers,representing the speed, but also represents a dynamic and gentle.<a href="http://www.shoesaustralia-p.com/">nike australia</a>'s trademark,the pattern is a small hook shape concise,rapid as lightning,and a look reminiscent of the speed and explosiveness of <a href="http://www.shoesaustralia-p.com/nike-heels-c-1135.html">nike shoes australia</a>.For the first time named "Nike" athletic shoes, soles square convex tablets to enhance the stability, the body of the shoe on both sides of the knife-shaped curved hook,a symbol of the wings of the goddess.God's wings.<a href="http://www.shoesaustralia-p.com/nike-shox-c-1109.html">nike shoes online</a> store for Australian consumers,sell <a href="http://www.shoesaustralia-p.com/">cheap nike shoes</a>.Our aim is to let people around the world dressed in Nike.</span><br>Many people like the Nike,many people want to buy a pair of <a href="http://www.shoesaustralia-o.com/">cheap nike shoes</a>.Every year <a href="http://www.shoesaustralia-o.com/">nike australia</a> will launch a lot of discount promotions.<a href="http://www.shoesaustralia-o.com/">nike shoes australia</a> online store tailored specifically for the Australians,as long as you to our <a href="http://www.shoesaustralia-o.com/">nike shoes online</a> store you can find that fits your style.2012 new <a href="http://www.shoesaustralia-o.com/nike-heels-c-1059.html">nike heels</a>,<a href="http://www.shoesaustralia-o.com/nike-free-c-1056.html">nike free</a> all arrive.Our goal is to make every Australian wear <a href="http://www.shoesaustralia-o.com/womens-nike-shoes-c-1066.html">nike shoes</a> affordable.<br>  Just do it!Like sports should have a pair of <a href="http://www.shoesaustralia-l.com/">nike shoes</a>.You like to run it?Enjoy that feeling of freedom on the run.But many times because the expensive price prohibitive.Now have a new way to shop, you will buy one pair of your favorite <a href="http://www.shoesaustralia-l.com/">cheap nike shoes</a>.2012 <a href="http://www.shoesaustralia-l.com/">nike australia</a> has launched a lot of the latest style, basketball fans dream of <a href="http://www.shoesaustralia-l.com/nike-air-jordan-c-1100.html">air jordan</a> series,like the <a href="http://www.shoesaustralia-l.com/nike-free-c-1105.html">nike free</a> running movement series,the influx of people love <a href="http://www.shoesaustralia-l.com/nike-dunk-c-1133.html">nike dunk</a> series.<a href="http://www.shoesaustralia-l.com/">nike shoes australia</a> store audience are sold at a discount,you do not have to worry about quality.<br><a href="http://www.highheels-e.com/">nike high heels</a> as a classic in nike numerous series is popular in sthe majority of female friends.In 2012 summer,Nike released a slew of new,including <a href="http://www.highheels-e.com/nike-heels-2012-c-1077.html">nike heels</a>,<a href="http://www.highheels-e.com/jordan-heels-2011-c-1043.html">jordan heels</a> get consumers alike.<a href="http://www.highheels-e.com/">nike high heels australia</a> store have hundreds of styles,every <a href="http://www.highheels-e.com/nike-dunk-sb-heels-nike-dunk-high-heels-c-1078_1079.html">nike dunk high heels</a> are carefully selected.The feedback has been supporting our new and old customers,all our goods are at the lowest discount sales.And you do not have to worry about that we have any quality problems.Because all of our <a href="http://www.highheels-e.com/nike-high-heels-c-1081.html">nike high heels shoes</a> are made ​​to order directly from the factory,no tax,so our prices are far lower than the stores.

GuyMastrion
GuyMastrion

... and now we can add publisher, editor, PR professional, social connector, commentator, stew pot chef

GuyMastrion
GuyMastrion

writers are what they have always been -- instigators, enablers, stimulators, agitators, provocators

lindaatherbest
lindaatherbest

“A brand isn’t what a brand says; a brand is what a brand does.”

Thanks to social media, consumers are far more aware and interested in sharing what a brand will represent to the realistic, as well as aspired-to lifestyle of the end-user. Make no mistake: well-crafted story-telling is still pertinent and extremely necessary; and, professional Copywriters are critical to the process of executing that message with voice-authenticity. My hope is that we don't get it twisted and begin producing less-than-smart messaging that resembles the tail wagging the dog. Let's face it: consumers, while obviously more savvy, are also fickle...and brand loyalty is not as important as it used to be. It's our job as creative talent to make people want what we're selling.

So, let's not over-think how we engage consumers. The key, as it's always been, is to to be honest, real, competitive, and with professional creativity, target a niche audience with fresh delivery. They will come.

benkunz
benkunz

Provoking. I couldn't hear your voiceover (wish I could), so I do have one quibble: Is advertising communication vs. customer engagement really an either-or proposition? You say in these slides that customers don't want to receive ads, instead they want to engage, yet Mullen's own successful Brand Bowl forums show how much customers do enjoy receiving ads... and then a fraction of them talk about them.

Put another way, communications should fit the ecosystem reflecting how consumers behave. As Wired co-author Kevin Kelly recently noted, the vast majority of media consumption today remains television, with wired/mobile/social media usage only a fraction of that time. This is not to suggest that social networking or consumer co-creation isn't powerful and potentially more effective ... but marketers sipping this Kool-Aid should remember that all media channels work together.

My personal belief is humans have three fields of personal space that drive our communication, dating back to cave men. Distance fields 10 feet+ (camp fires, TV, movies); work fields 2-3 feet (hammers, saws, laptop screens, tablets), and intimate fields (whispers in your ear, mobile). Social fits very well into our personal fields No. 2 and 3, but we have an innate need to lean back and listen to stories from afar as well. Advertising and social work together to fit both needs. It is a mistake, however, to assume that one need has supplanted the other.

Cheers.

Trackbacks