Today I wanted to share five insights to create marketing worth sharing in this new world of marketing. We need to create experiences that consumers can make their own. We need to create stories that are inherently worth sharing. The new mindset we need as marketers is to create marketing that doesn’t feel like marketing. The best marketing doesn’t feel like marketing. They said that it didn’t violate their ban on ambush marketing. The reaction of the International Olympic Committee is telling. Samsung may have been the official sponsor, but Beats owned the better insight and better story. ![]() It was about the consumer expressing themselves through the headphones: “Everybody has something that makes them one-of-a-kind #showusyourcolor.”Īnd it spread from athletes to consumers. Their campaign wasn’t about the headphones. They leveraged an insight that athletes needed to focus before competing. They created custom national headsets in the colors of all of the competing teams. Every time you looked online, people were talking about Beats. Every time you tuned in, athletes were wearing them. But they were everywhere in the Olympics. Athletes faced a Twitter ban.īut along comes Beats by Dr. A bakery was prevented from having buns shaped like the Olympic rings. Parliament made ambush marketing illegal with stiff penalties. The London Olympics wanted to protect official sponsors, so they orchestrated an historic ban on ambush marketing. And brands that really get this mindset change will do phenomenally well. Marketing has evolved to where the brands are owned not by Don Draper, but by the consumer. That mode of storytelling no longer works. And no possible way to direct every interaction. There is an infinite number of potential touch points for your brands. ![]() You can’t manage every one with command-and-control communication. It’s segmented into lots of moments that matter. Today’s marketing model looks more like this. Just because we tell consumers what our brands stand for doesn’t mean they listen to us. ![]() It’s easier than ever to ignore traditional media. Seth Godin called this the “TV Industrial Complex”.īut that command-and-control model is not as effective today. It was one-way command-and-control communication. Our marketing model historically looked like this. There were captive audiences with three television networks, so brands were defined by these Mad Men. In that era, men like Don Draper or Leo Burnett would tell us what our brands stood for, and then he’d tell consumers. In my turnover, I received a brand brief literally written by a young Leo Burnett before he started his own agency. One of the first brands I worked on was Green Giant. Much of our marketing mindset comes from that era. Many of the brands we work on were born in the Mad Men era of the 1950s and 60s. An antisocial experience or antisocial brand doesn’t become social just because of social media. For a story to have impact and to spread, it has to be worth sharing at the start. And there are more tools than ever to make these moments possible.īut “word of mouth” is more than just a “Like” or a “Plus One”. Word of mouth is more powerful than all of the traditional marketing vehicles combined. Our ultimate goal as marketers is to get to these “I’ll have what she’s having” moments. We know that “word of mouth” is the most powerful way to spread our brands. ![]() But technology can amplify a remarkable idea. The big marketing idea matters more than the available technology. Today I want to talk about marketing worth sharing. We sometimes get so excited about the shiny new thing that we forget about the actual big marketing idea needed to take advantage of the shiny new thing. It is sometimes tempting to think that the technology is enough. Google calls these “moments that matter”. New technologies give us an unparalleled opportunity to connect with our consumers. There has never been a better time for marketing. I’m speaking about the power of “Marketing Worth Sharing”. I’m giving the keynote presentation today at Google’s “Think Branding” event in New York.
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