Well there is a headline for you!
A thought that have been circulating around in my brain for years, and also very much how I perceived what I wanted to work with. The last couple of years advertising and marketing just made me tired and lets be honest 90% still do. The challenges for brands today are enormous and traditional advertising is not the answer to it.
From a personal and professional perspective the brand is the fundament for corporations to take stance from and then work on strategies to make things work.
A couple of days this article landed on Fast Company and it once again tickled my thoughts about modern advertising.
It was AKQA:s Creative Director Rei Inamoto argued the headlines below.
This is the New World Order at least to some extent. I have just taken out the extracts that I found summarise the essentials and I totally agree with him on this perspective.
1. FROM INTEGRATED TO CONNECTED
Dialogue, listen, act to achieve success in todays market.
In the new world, it’s about how well connected you are with the audience and how well you connect the audience themselves.
2. FROM BRAND STORY TO PEOPLE STORY
People, people, people and after that, people. It has always been about the people. Make your brand story about the people not about you. Stay relevant.
If you choose to tell stories as a brand, don’t make it about you. Make it about the real people. Use the power of your brand and reach to reflect the truth.
3. FROM 360 TO 365
The traditional 360 degree view is turned towards a 365 day a year approach. This is how you stay relevant. Engaging, caring, listening and discussing with customers.
…one that can create 365 days of connection between a brand and people—even through a single device in people’s pockets.
4. FROM MEDIA DISRUPTION TO BUSINESS INVENTION
Create relevant products and services for people and they will follow you.
Truth be told, though, it may have been more about hiding the problem than solving it
Let´s be honest, advertising has not been relevant or at least most of it has not. These are a few thoughts on how we could make it relevant once again or even. Leave it and start calling the things we do for people, corporations and NGO:s, problem solving. It feels more relevant.