advertising is like a good joke
Download
Skip this Video
Download Presentation
Advertising is like a good joke.

Loading in 2 Seconds...

play fullscreen
1 / 20

Advertising is like a good joke. - PowerPoint PPT Presentation


  • 77 Views
  • Uploaded on

Advertising is like a good joke. The best jokes don’t communicate, they just take advantage of what’s already in the mind. The best advertising does the same. Once built, a brand needs advertising to stay alive. The law of advertising. The “mine forever” myth.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Advertising is like a good joke.' - selene


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
advertising is like a good joke
Advertising is like a good joke.
  • The best jokes don’t communicate,they just take advantage of what’salready in the mind.
  • The best advertising does the same.
the mine forever myth
The “mine forever” myth.
  • Once my brand is established,its market share is mine forever.
  • So let’s spend our ad dollars online extensions, new flavors,new market segments.
a brand should strive to own a word in the mind of the consumer
A brand should striveto own a word inthe mind of theconsumer.

The law of the word.

why sacrifice business
Why sacrifice business?

Focus

Rest ofthe market

case histories
Case histories.
  • Nokia.
  • Volvo.
  • Premier Auto Group.
  • Honda.
  • General Motors.
  • Saab.
zara a unique concept
Zara, a unique concept.

The Wall Street Journal, May 18, 2001.

case histories14
Case histories.
  • Prego vs. Ragu.
  • Altoids.
  • The Body Shop.
  • Movado.
  • Zippo.
the best b schools of 2004
The best B-schools of 2004.
  • Northwestern . . . marketing.
  • Chicago . . . quantitative analysis.
  • Pennsylvania . . . finance.
  • Stanford . . . high technology.
  • Harvard . . . management.
case histories16
Case histories.
  • Marlboro.
  • Curves.
  • United Jersey.
  • Act.
  • AARP.
  • American Heart Association.
leaders own their category
Leaders own their category.
  • When you think of tires,you think of Goodyear.
  • When you think of cola,you think of Coca-Cola.
  • When you think of rental cars,you think of Hertz.
  • When you think of mainframes,you think of IBM.
management consultants
Management consultants.
  • Peter Drucker, management.
  • Tom Peters, excellence.
  • Michael Hammer, re-engineering.
  • Michael Porter, strategy.
  • Philip Crosby, quality.
movie stars
Movie stars.
  • John Wayne, a man’s man.
  • Marilyn Monroe, sexy woman.
  • Julia Roberts, pretty woman.
  • Tom Cruise, action hero.
  • Billy Joel, piano man.
  • Arnold Schwarzenegger, tough guy.
case histories20
Case histories.
  • Missouri.
  • Guatemala.
  • Kenya.
  • Gallapagos.
  • India.
ad