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
- Be solution focused. What problem are you trying to solve?
- Find some leverage. It allows your budget to go further. What will make your message cut through the noise?
- 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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