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.