The New Age
As a corporate speaker on marketing and brand, thankfully I get to hear and see a lot that I can pass on to our Espresso readers. Things are certainly changing in the world of marketing, brand and advertising, and just as we the consumer look at brands differently, so too do the brand custodians who now have more opportunities than ever to help customers or clients. In fact, one executive in a US agency recently said that it has gone from advertising to use-vertising -
meaning that, rather than being about mass media and spamming your customers or clients with a monologue of messages, it has become a dialogue where instead you have to work out different ways of helping your customers or clients in their day to day lives.
For example Build-a-Brand.com has reduced the branding process to an algorithm that produces customised logos in five minutes. Facebook and foursquare are also starting to work directly with brands to allow them to cut out agencies and start conversations directly with the client. Then there are new world ad agencies like GeniusRocket who are stripped of the typical high priced creatives, the flash dinners and the two week TV shoots in the most exotic locations with more crew than you can poke a stick at. Instead, it is nothing more than a bare bones website that crowd-sources broadcast ready TV commercials from a pool of loosely vetted talent from around the world. Rather than handing over millions to an advertising agency, you can now get 7, 8 maybe 10 TV spots through GeniusRocket
for around US$40,000. What's more, the way they are designed, they can also build in tracking, testing and a wide distribution through the web, all as part of the package. GeniusRocket takes a percentage (maybe 20% to 40%) and the rest goes to the crowd sourced creatives, whoever or wherever they are. As Jon Bond, an advertising executive in the States said in a recent blog, "Marketing in the future is like sex, only the losers will have to pay for it".