4. "The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of talk that will nowadays
attract attention."
5. "The modern 'copy man' has to say
things in a way that they have not
been said before - because that is the
only kind of talk that will nowadays
attract attention."
~Observations in Printers Ink, 1908
7. "Nobody reads ads. People
read what interests them.
Sometimes it's an ad."
~ Howard Gossage
8. No, there is no room for your
brand of dishwashing liquid
(now with 30% more lime) in
your target audience’s mind.
Image
31. Considered purchase, high
involvement category
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling
32. Considered purchase, high
involvement category
Knowledge & Education
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling
33. Considered purchase, high
involvement category
Knowledge & Education
Technology
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling
34. Considered purchase, high
involvement category
Knowledge & Education
Technology
Services
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling
35. Considered purchase, high
involvement category
Knowledge & Education
Technology
Services
Luxury
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling
36. Considered purchase, high
involvement category
Knowledge & Education
Technology
Luxury
Services
Travel
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Scope for story telling
37. Considered purchase, high
involvement category
Knowledge & Education
Technology
Services
Luxury
And/Or
Scope for enriching
experiences after product
category (or brand)
consumption
Travel
Social Media
Scope for story telling
38. What’s the brand objective,
dude?
Depending on brand, market stature, marketing plans
anything from
•
establish or further thought leadership
•
be seen as a go-to brand for the right information in
the category
•
a platform for surprising, enriching discoveries
39. “What do I blog about? I am
already engaging them on
Facebook with stories”.
41. What’s a blog good at?
1. Cater to narrow, niche,
involved audience
2. Thought leadership
stance
3. Long form content that can
suit the brand objective: useful,
entertaining
4. Meaningful discussion