Monday, February 19, 2007

The Future of Marketing

With the Future Marketing Summit coming up, I thought it would be interesting to see what sorts of topics you think would be worth discussing and talking about for advertising, design and marketing.

I know some very clever people read this blog, so i'd love to hear your suggestions for talking points!

20 comments:

Darth Ennpea said...

I'm not clever but I'd like to find out what people think about Big Ideas v a collection of little ones.
Whatisface was on about this in Campaign, defending the Big Idea - but most of the examples he used were brands that have a long history, back into the old days of messaging.

darth ennpea said...

I meant whatsisface o Keefe..

darth brown said...

I do not feel that this post was directed at me.

Darth 'Do Your Wurst' Mortimer said...

Darth Mortimer speak not with the unintelligent...

I hope people dont think we are Star Wars nuts, I havent seen any of them!

Good idea NP. I was thinking about that a week or so ago.

Rob @ Cynic said...

Hi Mate ... I'm still on CNY hols but I'm back tomorrow so will ask the troops for questions.

However, in the meantime, how about this ...

With such product parity, do people think Brand Advertising is MORE or LESS relevant in marketing today?

Rob said...

Thanks!

Excellent question. Brand ads seem to have gone way past their peak as 'the thing to do'. But does that mean they aren't relevant at all?

Probably not imho. After all, some of the best ads of recent times have had heavy branding focus; but also mixed with a solid planning message or creative idea.

Rob said...

By best, I mean both the most entertaining and also the most effective.

I wish more brands would stop thinking branding means constant product or logo shots though...

Rob @ Cynic said...

Thing is ... I believe brand advertising is now more relevant than at pretty much any point of the last 20 years so I'd be interested if people think I'm talking complete and utter shite.

And when I say 'Brand' ... I mean the real classic brand communication, where they say what the mean, what they think, what they believe ... [whilst also backing it up with all they do interms of product development, output and distribution]

Rob said...

Definitely.

Certain ads at the moment have strong sense of brand; Nationwide and their "We're different" mentality, actually... several banks are all doing "we're different ads", how ironic.

Thats why the W+K Honda ads worked so well, they had a strong sense of brand. Because the campaign were based on brand stories and beliefs, it acted as a brand ad as well as a product ad.

Rob @ Cynic said...

Just asked all the guys around the World to send me questions, but 2 more that come to mind are ...

Is the future of brand growth, product led?

Will cause marketing become a core driver for brand differentiation/growth?

Rob @ Cynic said...

Some questions from the mob ...

Is brand activation a fad or is it here to stay?

Why is creativity not so highly valued as media efficiency?

Who are the future powerbrokers of business success? [ie: The retail trade now have the power over the Coca-Cola's of the World which is radically different from past times]

Is communication about selling or leaving a positive impression on consumers?

How much has innovation got to play in brand success?

What is the real power of communicating on the net?

Rob said...

A good set of questions from the mob there, thanks!

Rob @ Cynic said...

They'll be more to come. I hope. Ha.

lauren said...

hey rob - i like how you've opened this up! more summits should be like this!

i've got no idea how to actually condense this into a topic per se, but i'm always interested in the effect that copywriters for 'successful' brands actually have on the wider community, especially when brand slogans/taglines/trademarks evolve to become part of everyday communication, above and beyond the original brand idea.

something along the lines of 'responsible writing: implications of brands on language and the vernacular.

actually - it's possibly a topic for the 2007 Post-structuralist and Linguistic Nerd Review...

Rob said...

Ah linguistics, reminds me of being stuck in A levels with a teacher who pissed me off so much I nearly quit school altogether!

Its a good question, maybe if we phrase it differently (ah linguistics again)...

What about:

"Will the impact of copyrighting on the public change the importance of creativity in an age where we need to keep doing more to interest people...?"

?

Good question though, and an important one; especially for online/digital style media.

lauren said...

that's much better.. except it probably needs to be copywriting, as opposed to copyrighting - unless you wanna bring up the whole creative commons thing and the issue of ethical image sharing and its impact on digital content... lol!

and sorry to remind you of your shit teacher... purely coincidental, i promise :)

Rob said...

Yes indeed.
Lets Wright that Rong shall we...

Considering he was male and in his 50s id be extremely worried if it was anything other than coincidental!

Anyway...

NP said...

When will Rob get a job?

I'd like them to debate this.

Why are their not enough bald men in advertising when there are so many shiny headed planners?

Rob said...

Thanks!

And I have no idea, maybe we just show off our brains more? Or is it because bald people have to learn to be self critical from a younger age?!

np said...

I'm sure there's sonething in you losing your vanity at a young age...