Let’s start a revolution – get of the boat and build yourselves a new brand transportation system.

lifeboat_change_advertising_sinking

Let me break it to you right away – the old way of planning and executing communication is slowly sinking into the ocean of well paid consultants that doesn’t do shit for your brand and the best you can do is throw yourselves into the lifeboats, get your ass to land and then find something else that makes your brand travel – and it’s not another boat.

You see, in order to paddle on to this new wave of communication you’ve gotta get different gear, different muscles and find new spots and this requires totally new ways of thinking. It’s not really about finding better creatives, cause the creative people out there are top notch, that’s not what I’m saying – I’m talking about choosing problem solving first and channels second. Understanding every new channel and integrating that knowledge as early as in your product development process will be key.

Building brands and companies tomorrow requires a new way of thinking around product and service development that include knowledge on how people use technical tools, mobiles, their way of life and habits – ultimately the entire communication chain already in the product development process.

new_model_advertising_process1

Turn your brand & communication process up side down

Turns things upside down. In order to get an effect you should create an online strategy based on your business challenge. Create ideas for a digital presence and then brief someone the challenge to create advertising that focus on supporting your digital strategies. We’re moving into a new world where everything communicates and you cannot isolate things as if they had no contact with one another.

You might say; “My advertising agency understands this already and the media agency are providing me with great strategies” but I’m sorry, they don’t know jack shit in 75% of the cases. To be able to recommend strategies today you’ve gotta understand technology. When it comes to media agencies most of them don’t know jack shit in 90% of the cases. Well, of course they know how to place media and they’re all struggling to twist their business towards one where you produce media…but hey, do you really wanna consult someone that actually makes money on producing the same stuff they recommend.

Today most companies contact a digital partner once they have an ad or a couple of TVC’s and want to support that online. What you then get are shallow solutions that doesn’t do anything for the brand on a long term basis and probably not on a short term either.

Your brand is up for a challenge. You’ve set up the way you sell, the way you develop products, the way you communicate, the way you follow up, yes everything – on the old way of doing things. Internet didn’t exist in most cases when today’s organization strategies were drawn up. How do you communicate internally that you don’t need a sales force cause you’re selling online and now you need 20 content writers instead so that you can end up top 5 on Google. How do you cut your old relations cause that factory of yours aren’t developing new products fast enough.

If you’re looking to turns things around, start by asking yourself the following question:

  • Can I involve integrated strategy people in my product development process?
  • If I take 50% of my existing media budget and focus on creating content based value online – what will happen?
  • How can we deliver new products in new packages based on new strategies in half the time as before?
  • How can I invite my target group in our product development?
  • Is it possible to move my communication plan from seasonal and product launch based communication to an ongoing established conversation?
  • How can I move my marketing organization from one that is built to buy communication to one that creates, controls, publishes, talks, supports an ongoing conversation?
  • How can I create content that is relative to my product and brand that search optimizes traffic on a daily basis yet continues to position us as the coolest brand on the block?
  • Can we move from producing print and TVC’s to images, movies and other content that is relevant rather than selling?

This and probably another 100 questions should be answered. Run your company as an ideas company. You’re selling an idea about something that will change peoples life. Based on this idea – provide people with value, offer them something that will change theirs and not merely something that will empty their pockets and fill yours.

Get started today – stir up a storm, aim for the biggest ice block & head for the lifeboats!

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  • http://www.minegoestoeleven.com/ Per Robert Öhlin

    I think you nailed it with, say, 95% accuracy. Well put. My only concern is that I don’t think people spend their whole lives on the Internet, or on the phone, I still think we like to interact eye to eye quite a bit. And I happen to think that it’s all about conversations, both digital and physical.

    But you know me, I’m just an old school guy ; )

  • http://www.minegoestoeleven.com Per Robert Öhlin

    I think you nailed it with, say, 95% accuracy. Well put. My only concern is that I don’t think people spend their whole lives on the Internet, or on the phone, I still think we like to interact eye to eye quite a bit. And I happen to think that it’s all about conversations, both digital and physical.

    But you know me, I’m just an old school guy ; )

  • http://www.ronnestam.com/ ronnestam

    Hmm. But what I’m saying is that digital should have lead. Then of course some times eye to eye should be nr 1 in some cases – but give my thoughts on that a company/brand should have someone/a company on board that understands both traditional and digital communication on board this should not be a problem. My point is that in most cases we automatically tend to lean against traditional advertising agencies that do no understand the digital part fully.

  • http://www.ronnestam.com ronnestam

    Hmm. But what I’m saying is that digital should have lead. Then of course some times eye to eye should be nr 1 in some cases – but give my thoughts on that a company/brand should have someone/a company on board that understands both traditional and digital communication on board this should not be a problem. My point is that in most cases we automatically tend to lean against traditional advertising agencies that do no understand the digital part fully.

  • http://www.minegoestoeleven.com Per Robert Öhlin

    Two things springs to mind:

    Firstly, I think digital and physical conversations are intertwined. They are not two separate things. They tend to shift between the two worlds. Café discussions continues online. Online conversation continues to the bar. And so forth.

    Secondly, you’re right of course when you say that traditional agencies often lack understanding of the digital world. But on the other hand, certain groups in the digital area are often totally unaware of the fundamental learnings from the offline marketing world.

    These two worlds are melting together. It’ll take time though. Until then people like you and I have to struggle on in our quest for a better marketing world. And when we finally arrive in that new perfect marketing invironment, I’m damn sure there will be new knowledge and new misunderstanding to be frustrated about.

    Start a revolution? No need. It’s already happening. Step by step, everyday.

  • http://www.minegoestoeleven.com/ Per Robert Öhlin

    Two things springs to mind:

    Firstly, I think digital and physical conversations are intertwined. They are not two separate things. They tend to shift between the two worlds. Café discussions continues online. Online conversation continues to the bar. And so forth.

    Secondly, you’re right of course when you say that traditional agencies often lack understanding of the digital world. But on the other hand, certain groups in the digital area are often totally unaware of the fundamental learnings from the offline marketing world.

    These two worlds are melting together. It’ll take time though. Until then people like you and I have to struggle on in our quest for a better marketing world. And when we finally arrive in that new perfect marketing invironment, I’m damn sure there will be new knowledge and new misunderstanding to be frustrated about.

    Start a revolution? No need. It’s already happening. Step by step, everyday.

  • http://bjornalberts.com/ Björn Alberts

    Interesting thoughts. The other day I heard Daniel Rytterström at Google saying that TVCs are the best way to drive traffic. I guess he meant increasing searches at Google for certain key words. I also guess he has not made any ROI analysis on that. Though I think his point was that if you do TVCs maker sure you integrate it with a SEM-campaign. Or better, if hour competitor runs a TVC and has missed the SEM-stuff. Maker sure you buy the key words instead. Piggy backing in the age of search. :-)

    @Per Robert Öhlin I agree with you, there is a lot of people in the digital arena that has fundamental lack of competence in marketing in general. I’m not sure one have to make a difference between digital and traditional. I think many could be better of with some basic knowledge of behaviour, target group insights, customer journeys and the psychology of influence.

  • http://bjornalberts.com Björn Alberts

    Interesting thoughts. The other day I heard Daniel Rytterström at Google saying that TVCs are the best way to drive traffic. I guess he meant increasing searches at Google for certain key words. I also guess he has not made any ROI analysis on that. Though I think his point was that if you do TVCs maker sure you integrate it with a SEM-campaign. Or better, if hour competitor runs a TVC and has missed the SEM-stuff. Maker sure you buy the key words instead. Piggy backing in the age of search. :-)

    @Per Robert Öhlin I agree with you, there is a lot of people in the digital arena that has fundamental lack of competence in marketing in general. I’m not sure one have to make a difference between digital and traditional. I think many could be better of with some basic knowledge of behaviour, target group insights, customer journeys and the psychology of influence.

  • http://www.ronnestam.com/ ronnestam

    Just to make my point clear. I do not at all think that traditional advertising doesn’t have a role. I just want to stress the fact that traditional advertising should be planned after digital platforms and not vice versa

    Good point about piggy backing!

  • http://www.ronnestam.com ronnestam

    Just to make my point clear. I do not at all think that traditional advertising doesn’t have a role. I just want to stress the fact that traditional advertising should be planned after digital platforms and not vice versa

    Good point about piggy backing!

  • http://www.minegoestoeleven.com/ Per Robert Öhlin

    I agree with both of you. If we look back on the last decade, it’s easy to see that there are three kinds of different competences that will become crucial for future success:

    Digital understanding.
    Advertising (how to tell a compelling story in different media).
    And the overlapping PR (how to spread the news).

    Hm… maybe I should elaborate on this in my next blog post…?

  • http://www.minegoestoeleven.com Per Robert Öhlin

    I agree with both of you. If we look back on the last decade, it’s easy to see that there are three kinds of different competences that will become crucial for future success:

    Digital understanding.
    Advertising (how to tell a compelling story in different media).
    And the overlapping PR (how to spread the news).

    Hm… maybe I should elaborate on this in my next blog post…?

  • http://www.tribaling.com/ Elia Morling

    When words are not enough, simply say ‘Amen’.

  • http://www.tribaling.com Elia Morling

    When words are not enough, simply say ‘Amen’.

  • lindadamond

    When you talk about communication and media nowadays, it doesn't seem as one and the same thing to me. Media is indeed communicating, but the truth is that many wrong messages are sent that way: with the help of the media.