Welcome to & Advertis ing The Business of Brands
Mar 26, 2015
Welcome to
&AdvertisingAdvertisingThe Business of BrandsThe Business of Brands
The Media Revolution.
“Media Revolution” Video Bruce Bendinger - Editor Advertising & The Business of Brands
Context Goes Down the Sides
How To Read This Book:
Text Goes Down the Middle... Starts w. “How This Chapter is Organized”
Ends w. Concepts and Vocabulary
Context Goes Down
the Sides
ExamplesConcepts
Stories
ListsFactsStats
What you really want to know is… “What’s on the Test ? ! ?”
If it’s in the middle, it’s probably going to be on the test.
On the side, facts, lists, and statistics may be on the test
On the side, ad examples and nice stories are probably not on the test
Concepts and Vocabulary will always be on the test.
Key Concepts: The Brand A Few Revolutions Four Businesses
Hey, who’s this guy?
Information, Ideas and Change “Creative Destruction”
The Brand: Verb - “biernan” to burn Noun - “a name, term, symbol, or
design (that) identifies products.” Concept - “a conceptual entity that
focuses marketing activities.” A Meaning System - “by adding
meaning to objects… advertising performs a role historically assoc-iated with religion..” (AdCult)
Key Concept: Today . . . The Business World Has
Organized Itself Around Brands.
So… what about all those Revolutions?
10,000 years ago… The Agricultural Revolution
Primary Economic ActivityThis changed how people lived
and worked together.First beer, then bread.
Early Brands/Icons - symbols of ReligionRulership (Flags, etc.)
10,000 years ago… The Agricultural Revolution
Primary Economic ActivityThis changed how people lived
and worked together.First beer, then bread.
Early Brands/Icons - symbols of ReligionRulership (Flags, etc.)
Clip
OwnershipCommunication
10,000 years ago… The Agricultural Revolution
Primary Economic ActivityThis changed how people lived
and worked together.First beer, then bread.
Early Brands/Icons - symbols of ReligionRulership (Flags, etc.)
Clip
OwnershipCommunication
200+ years ago… The Industrial Revolution
Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation
200+ years ago… The Industrial Revolution
It changed how people lived and worked together.
Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation
Branded CommunicationsIdentified manufactured goodsReputation of manufacturer
100 years ago… The Beginnings of
Modern Advertising:Mass Manufacturing Mass DistributionMass CommunicationMass EducationAnd disposable income!
It changed how people lived Branded Products
50 years ago… The Post-Industrial Revolution
Tertiary Economic Activity - Services and Information
It changed how people lived and worked.
Marketing became more important Branded Services Brands were becoming an
intrinsic part of people’s lives
Today ... Almost everything is a Brand
Most manufactured goods Most services Entertainment brands In some ways, YOU are a brand!
Brands have become an organizing force of modern business
Brands have become a cultural meaning system.
What’s more . . .
The Media Revolution is changing everything!
Our behavior Business models Communication models New Business opportunities New Career opportunities and of course…
Brands!
Business Today.
Brands are a cultural and business meaning system.
Marketing has become a major business function
A major part of marketing is marketing communication.
And one of the major ways brands communicate is…
The Media Revolution…
Advertising! An important part of
American culture. An increasingly important
part of global culture. The Original Marketing
Communication Still the major type of Brand-
Building Communication
&AdvertisingAdvertisingThe Business of BrandsThe Business of Brands
Marketers (& Advertisers) Advertising Agencies Media Companies Marketing Services
Suppliers
4 Types of Businesses:
Four Examples : Scott Bedbury (Nike/Starbucks)
A Marketer A Writer
(Roy Spence & Friends)
Four Examples :
GSD&M
Scott Bedbury (Nike/Starbucks) A Marketer A Writer
An Advertising Agency
Four Examples :
GSD&M
Scott Bedbury (Nike/Starbucks) A Marketer A Writer
An Advertising Agency(Roy Spence & Friends)
Four Examples :
GSD&M (Roy Spence & Friends)
An Advertising Agency
Scott Bedbury (Nike/Starbucks) A Marketer A Writer
Robert L. Johnson A Media Company An Entertainment Brand
Four Examples :
Marketing Services
Lisa Fortini-Campbell
Robert L. Johnson
GSD&M (Roy Spence & Friends)
An Advertising Agency
Scott Bedbury (Nike/Starbucks) A Marketer A Writer
A Media Company An Entertainment Brand
Marketing Services
Four Examples :
Lisa Fortini-Campbell
Robert L. Johnson
GSD&M (Roy Spence & Friends)
An Advertising Agency
Scott Bedbury (Nike/Starbucks) A Marketer A Writer
A Media Company An Entertainment Brand
Kinds of Brands:
Packaged Goods
Kinds of Brands:
Packaged Goods Durable Goods
Kinds of Brands:
Packaged Goods Durable Goods Services
American Express
Kinds of Brands:
Packaged Goods Durable Goods Services Retailers
Kinds of Brands:
Packaged Goods Durable Goods Services Retailers Organizations
National Safety Council (& Ad Council)
Kinds of Brands:
Packaged Goods Durable Goods Services Retailers Organizations
California Fluid Milk Processor Advisory Board (& Girl Scouts)
Kinds of Brands:
Packaged Goods Durable Goods Services Retailers Organizations
California Raisin Advisory Board
Kinds of Brands:
Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands
Kinds of Brands:
Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands Other Examples
Transportation, Music, Retail...
Three Key Concepts:
Information A major change in our economy
“PowerShift” A major change in how we work.
Knowledge Workers
Ideas The Economic Power of Ideas Advertising is about Ideas
And . . .
Ideas can change the game Faster than ever
Ideas can also destroy“Creative Destruction”
The Challenge of Chan
ge
Joseph Schumpeter
Ideas can add value Paul Romer’s work in
Economics
The Challenge of
The Speed of Change Yes, it’s moving faster
Think what that means for your Education!
Change
Think what that means for your Career...
Brands Manage
Planning
Change
How
Implementation Evaluation
You & Your Career-
Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The
Brand Called You”
You & Your Career-
Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The
Brand Called You” Understand yourself
as a Product
You & Your Career-
Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The
Brand Called You” Understand yourself
as a Product Understand Your Market
You & Your Career-
Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The
Brand Called You” Understand yourself
as a Product Understand Your Market Increase Your Market Value
You & Your Career-
Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The
Brand Called You” Understand yourself
as a Product Understand Your Market Increase Your Market Value
Bring your product to market
Next Steps:
Your Next Reading Your Next Assignment
Thank You.