When Readers Become Writers, What Do Writers Become

when the readers become writers,
what do the writers become?

Thursday, February 10, 2011

“
Finding out what to say is the
beginning of the communication
process. How you say it makes “
people look and listen and believe.


1960 - 2000
a brand is what a brand says it is.


creativity attention-getting
original
unexpected
entertaining
emotional


Good advertising tells what a product
does and why you should buy it.

Great advertising expresses what a brand stands
for and invites you to share in its beliefs.


2000 - Beyond
a brand isn’t what a brand says.
a brand is what a brand does.


Creative is no longer about
good advertising or bad advertising.

It’s may not even be about advertising.


Consumers don’t want to watch and read and consume.
They want to participate, share and respond.


Once we were in the
business of telling stories.

Now we are in the business of
getting others to tell stories for us.


create stories with us


become the story themselves


building platforms that earn attention


creating utility rather than messages


finding new ways to deliver service


helping customers make decisions


including them in the marketing


providing collaborative advantages


owning the media


understanding context


old questions who is our target audience?
what is the problem we are trying to solve?
what differentiates us?
what is our main communication point?


new questions Who is our community?
Where do they hang out?
What is their relationship to media,
technology and community?
What value are we providing?
What is our content?
Why will people share it?
How can they get involved?
What will keep it going?


attention-getting
original
unexpected
entertaining
emotional


attention-getting shareable
original interactive
unexpected participatory
entertaining useful
emotional ongoing


Instead of having advertising ideas, we need
to have ideas that are worth advertising.

Gareth Kay


create content that generates more content


learn to leverage the network effect


let’s embrace a new definition of creative and story telling


the future of advertising is story telling

and software working together


it calls for a new kind of person

copywriter

art director

web designer

IA/UX

programmer

video producer

content strategist

connection planner

PR/social media

media

analytics


be curious
embrace collaboration
seek collisions
stay unbound


When Readers Become Writers, What Do Writers Become

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