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Your Brand Is Not My Friend: Twin Cities Version PowerPoint Presentation
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Your Brand Is Not My Friend: Twin Cities Version - PowerPoint PPT Presentation


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The Classic "Your Brand Is Not My Friend" presentation adapted for the students at MCAD and for the Conversations About the Future of Advertising Series

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Your Brand Is Not My Friend: Twin Cities Version


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    Presentation Transcript
    1. catfoa.blogspot.com @catfoa

    2. Your Brand Is Not My Friend Presented by Alan Wolk

    3. Ad agencies are no longer about selling

    4. They’re about “storytelling”

    5. and “engagement”

    6. They want to be our friend

    7. But

    8. But Your Brand Is Not My Friend

    9. Ads used to deliver news

    10. Then they became all about branding and image

    11. Then they became all about branding and image

    12. Then along came The Real Digital Revolution

    13. Google changed everything

    14. Now we can fact check ad claims

    15. Now we can fact check ad claims

    16. And see what other consumers think

    17. And see what other consumers think

    18. This has resulted in a complete change in consumer behavior

    19. Before

    20. Before AD

    21. Before PURCHASE AD

    22. Before PURCHASE AD Now

    23. Before PURCHASE AD AD Now

    24. Before PURCHASE AD AD GOOGLE Now

    25. Before PURCHASE AD AD GOOGLE PURCHASE Now

    26. AD GOOGLE PURCHASE That’s huge

    27. Changes how we buy a car

    28. Before: limited resources

    29. Before: limited resources

    30. Before: limited resources

    31. Before: limited resources

    32. Now: Full range of resources

    33. Now: Full range of resources

    34. Now: Full range of resources

    35. Now: Full range of resources

    36. Now: Full range of resources

    37. New & improved needs to mean it

    38. Faster!! Limited Time Only!!! New & improved needs to mean it

    39. Your product needs to be buzzworthy

    40. You want people talking about your product

    41. You want people talking about your product

    42. It’s all about getting to Google

    43. Once this happened, print and TV couldn’t close the sale anymore

    44. They could offer compelling facts or create an image

    45. So marketers looked at online

    46. Microsites weren’t working: why would I go to one?

    47. Neither were banners

    48. When we “surfed” the web, banners took you someplace just as interesting as where you were

    49. But now that we go online for a reason, we’re not likely to stop what we’re doing to “interact” with an ad

    50. New ways to “engage” customers were needed