Defining the Path

Consumers hold the key

Born and reborn digital

Using Math for Offense

Comments

Post a Comment

Popular posts from this blog

Eleven Common Executional Styles for Advertising

Slice-of-Life - Depicts people in normal settings, such as at the dinner table or in their car.  McDonald's often uses slice-of-life styles showing youngsters munching on French fries from Happy Meals on family outings. Lifestyle - Shows how well the product will fit in with the consumer's lifestyle.  as his Volkswagen Jetta moves through the streets of the French Quarter, a Gen X driver inserts a techno music CD and marvels at how the rhythms of the world mimic the ambient vibe inside his vehicle. Spokesperson/Testimonial - Can feature a celebrity, company official, or typical consumer making a testimonial or endorsing a product.  Sheryl Crow represented Revlon's Colorist hair coloring, while Beyoncé Knowles was named the new face of American Express.  dell Inc. founder Michael Dell touts his vision of the customer experience via Dell in television ads. Fantasy - Creates a fantasy for the viewer built around use of the product.  carmakers often use this s...
Read more

TWO MINDSETS

Two different mindsets are doing battle in today's world. Old Power Values Formal (representative) governance, managerialism, institutionalism Competition, exclusivity, resource consolidation Confidentiality, discretion, separation between private and pubic spheres Expertise, professionalism, specialization Long-term affiliation and loyalty, less overall participation New Power Values Informal (networked) governance, opt-in decision-making, self-organization Collaboration, crowd wisdom, sharing, open-sourcing Radical transparency Maker culture, "do-it ourselves" ethic Short-term conditional affiliation, more overall participation
Read more

Foundation and Change

Accelerating technological change Responding to the aging population Cars are now technology products Constantly evolve your protection Upgrade your technology Methods: Shift from Systems to Process to Intentions to Protection to Engagement
Read more