Steve Henry, advertising creative and Alex Gulland, Contented Brands, filmed those in the know talking about the future of advertising. Watch videos from Peter Fisk, Alex Batchelor, Amanda MacKenzie and Rory Sutherland on our blog soon.
1959 was the year The Marketing Society was founded and the birth of modern marketing. Today, The Marketing Society is the most influential network of senior marketers dedicated to championing marketing in the UK. Fifty Golden Brands is our exploration of the changing role of brands since our foundation.
Water, water everywhere – it was the ultimate brand accolade. Perrier was persuading consumers to buy a product they could get for free from their tap. The notion of buying a bottle of water to drink like a Coca-Cola or glass of wine was a brand-new concept.
Joss Davidge, Business Director of brand experience agency BEcause, is always on the look out for marketing ideas that get people talking. This week he looks at recent experiential activity from IKEA.
IKEA appears to execute its marketing strategy with almost text book attention to detail and a keen eye on what consumers want or expect from the brand. This includes its carefully controlled in-store experience, the yellow and blue branding, ever popular quirky television commercials and highly engaging experiential activity.
IKEA: Paris Metro home
IKEA constructed an apartment space in a Paris Metro station that was completely kitted out with goods from the store. To distance the experience from walking around your local IKEA store some bright spark had the idea of allowing people to actually live in the apartment. Fans of the IKEA Facebook page could win the chance to live in apartment for 6 days, their antics being watched by passing commuters through large windows. The main idea was to show Parisians that you could comfortably house five people in just 54m² of space; if you do it the IKEA way. This is not the first time I have seen this kind of activity, but nonetheless it is a fantastic idea and has clearly made quite an impact.
In a low-lit room within Shoreditch House, our latest Digital Leadership Dinner played host to a captivating discussion where John Kearon, Founder and Chief Juicer of BrainJuicer got emotional about marketing.
We think much less than we think we think. There’s a new understanding of how we really make decisions, coming out of Behavioural Economics and it’s rewriting the way we thought marketing worked. It seems our higher order powers of mental deliberation which we rightly praise and prize, turn out NOT to be our Oval office of decision making but more our press office of post-rationalisations. In short, the vast majority of people on the vast majority of occasions make decisions emotionally and instinctively and marketing needs to drop its belief that rational messaging is an equal player in the secret sauce of successful brands and get much more emotional about marketing.
However interesting that sounds, I promise it’s even more interesting when you start to explore the detail of this new science. But a word of warning: though each brilliant, counter-intuitive example startles and illuminates, if you don’t have a map by which to navigate and connect things, you can quickly lose yourself in a forest of examples.
During 2011, Steve Henry and Alex Gulland set themselves the task of exploring the controversial and complex subject of The Future of Advertising. The pair interviewed a wide range of high profile opinion formers, within the industry, who were asked their views regarding the future for advertising in general.
Rory Sutherlandquestions how in a future ideas economy we can not only put a value on ideas but also create worthwhile incentives for professionals to continue to generate new and innovative concepts.
An insight is never an end in itself. An insight is only an insight if you are able to do something with it.
At Bupa we define an insight as ‘an enlightening discovery of people’s underlying needs and motivations that our business can address to create customer value and competitive advantage’.
As part of our partnership with Marketing magazine we spark debate amongst senior members of The Marketing Society. On this occasion, we ask should cosmetic surgery clinics use standard marketing techniques?
No
Sally Ann Stanley
Group marketing director, Highland Spring
Any clinical intervention requires people to be managed as patients, not general consumers.
It is distasteful and potentially trivialising and exploitative to de-ploy general marketing methods, often to women who may temporarily be more receptive than usual to aggressive communications.
I would far rather see cosmetic surgery considered through the route of medical consultation and expert clinical advice. People will be more fully and expertly advised and more likely to be directed toward the appropriate outcomes.
Price will always be a consideration, but not at any cost. Surely, the skill and reputation of the medical team and the quality of their work is the priority, not a bargain price.
This week’s Challenger Project by Adam Morgan discusses where the opportunities for Challengers to amplify their point of difference by making something hitherto invisible, visible are.
Our latest publication. Where are the opportunities for Challengers to amplify their point of difference by making something hitherto invisible, visible?
We're here to curate inspiring and thought-provoking ideas and perspectives from our network and the marketing world at large. Read, listen, watch, comment and be inspired. The Marketing Society is the exclusive membership network for discerning marketers to learn, develop and share knowledge.
#WLTM: Marketing Society Business Leader Paul Wilson, CMO, Sunguard http://t.co/xZYSkyovFebruary 3, 2012 2:39
@BrainJuicer: How Can Brands Show Us They Care? http://t.co/SoDI8XQnFebruary 3, 2012 12:13
@RobinHoughton Thanks for braving the cold last night and joining us @SohoHouse. We will send you another book to review for #bookclub soon.February 3, 2012 12:03
