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| Written by Patrick, on Monday.04.27.09 Not sure I saw the same talk as the people in this thread. The presentation I saw provoked some powerful thinking about this business we call advertising: - Wildly successful marketing is about creating beliefs, not building brands. (That's a subtle, but important difference from what was posted above.) - Beliefs aren't built on features, benefits, nor unique selling propositions. - Customers who believe are blindly loyal to that brand – and are nearly impossible to dissuade. - Using the “seven deadly sins minus murder” to sell products doesn’t necessarily make Stefan’s approach immoral. Would a Museum benefit from a campaign that implies envy and greed? Surely. Does “Own your C” work because it’s using sloth to create a culture/belief system? Of course. - The faux-hawk dude was really pissed off about something, and unwilling to accept any contrary responses from Stefan. (Kind of unwittingly illustrating the power of believing, if you ask me.) I’m not trying to start shit, I just think there was more to that event than a lazy, uninterested, disjointed Mr. Obvious everyone here is talking about. Lastly... sure, he didn't tell us how to create cultures. That's our job – and why we have jobs. |