Dan Gregory is the fat guy off the Gruen Transfer (his words). International man of mystery and advertising guy about town. Here are the notes from his talk.
  • You never have control of how your brand is perceived.
  • We are all selling something.
  • Change is evenetiable. DOn’t panic
  •  Don’t focus on the tools. Focus on human engagement.
1. Be more creative
  • Creativity is the most critical skill to survive in the 20th century
  • We don’t live in an age of need. We live in an age of want
  • 190 new products launched each year.
  • Overload are huge issues for consumers.
  • The average person in the 1st world is exposed to 3,000 formulated to advertising messages each day. We are tuning out.
  • Disappointment = Expectation/reality
  • Mediocrity is dying. People will not engage with you if you are average. Be remarkable.
  • Functionality is not enough. Provide value beyond function.
  • We need to create environments where creativity for everyone is embraced
    1. Be solution focused. What problem are you trying to solve?
    2. Find some leverage. It allows your budget to go further. What will make your message cut through the noise?
    3. Know what really drives people. Why drives the how which helps you achieve the what. To sustain you must create identity.
2. Be more connected
  • 56% of consumers will boycott products that are over marketing.
    • Know what really matters to your staff and consumer. What drives them?
  • Over 90% of Gen Y are on a social network.
3. Create shared experiences
  • Earth hour, Speights beer, GAP jeans have cameras in their change-rooms so people can share what they are trying on. Group discussions.
4. Align with their values
  • Help people care what you care about and vice versa
5. Be more courageous
  • People are treating Google like God. They are more likely to trust what they find online than trust organisations.
  • Rebellion is now socially respectable. What used to be taboo is no long taboo.
  • Gen Y looks for meaning over money.
  • We all need to build a stand rather than build a brand. Make a contribution.
  • We need to tell the truth. People gravitate to the truth. Unexpected honesty can engage people.
5. Share your vision
  • In the 1990’s Nike stopped selling trainers. But started selling potential.
  • How do you sell a vision rather than a product?
  • We’ve spent a lot of time focusing on what we do rather than expressing who you are.
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