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The proper definitionThe act or practice of calling attention to one’sproduct, service, need, etc…, especially by paidannouncements in newspapers and magazines,over radio or television and on billboards: to getmore customers by advertising"
WE SHOUT "AND THEREFORE YOU PAYATTENTION & DO WHAT WE WANT
LAZY"ARROGANT"PATRONIZING"OUT OF STEP WITH CULTURE
THE GIG IS UP"In the US, TV was made by advertisersThe Internet, although it has a military/education DNA, was builtby the collectiveAs web-culture continues to define mainstream culture, thecollective is and will continue to call us out on our BS
DIGITAL CULTURE the values of digital are becoming our cultural values
MORE COMPETITIVE WORLD "CREATIVITY IS OUR SWORD "PEOPLE MATTER "
THE CANVAS TO MAKE BRANDS DOALL THIS STUFF IS AWESOMELYCOMPLEX AND RICH"(which means, our jobs get more and more interesting every day)"(which means, brilliance should come from every discipline, not justthe creative department)
BRANDS GET AND NEED TO BE "MORE HUMAN"and be about more than just theidealized consumptive act
SHIFT"traditionally a brand’s relationship with a person has been based onthe consumptive act married with idealized emotional benefits. veryfew brands presented much more than thatbut culturally, consumption, people’s relationship with consumptionand the emotional effect of consumption is being questionedto stay relevant, we have to adjust
MEANING…"brands need to do more, talk less"they need to have conversationsthey need to have an opinionthey need to be usefulthey need to flex and movethey need to be smartthey need to show their wartsthey need to work for our lovethey need to provokethey need to entertain and have funthey need to do
HUMAN BRANDS"we like to be around them (useful/entertaining)they’re complex (warts and all)they’re interestingthey move at our pacethey like to talk with usthey make us thinkthey’re in sync with culture