Welcome to

1
Welcome to
2
The Media Revolution.

• Media Revolution Video Bruce Bendinger -
  Editor Advertising The Business of Brands

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How To Read This Book

• Context Goes Down the Sides

Context Goes Down the Sides

• Lists
• Facts
• Stats

• Examples
• Concepts
• Stories

• Text Goes Down the Middle...
• Starts w. How This Chapter is Organized
• Ends w. Concepts and Vocabulary

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What you really want to know is Whats on the
Test ? ! ?

• If its in the middle, its probably going to
  be on the test.

• On the side, ad examples and nice stories are
  probably not on the test

• On the side, facts, lists, and statistics may be
  on the test

• Concepts and Vocabulary will always be on the
  test.

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Key Concepts

• The Brand
• A Few Revolutions
• Four Businesses

• Information, Ideas and Change
• Creative Destruction

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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)

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Key Concept Today . . . The Business
World Has Organized Itself
Around Brands.
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So what about all those
Revolutions?
9
10,000 years ago

• The Agricultural Revolution

• Primary Economic Activity
• This changed how people lived and worked
  together.
• First beer, then bread.
• Early Brands/Icons - symbols of
• Religion
• Rulership (Flags, etc.)

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10,000 years ago

• The Agricultural Revolution

• Primary Economic Activity
• This changed how people lived and worked
  together.
• First beer, then bread.
• Early Brands/Icons - symbols of
• Religion
• Rulership (Flags, etc.)

• Ownership
• Communication

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10,000 years ago

• The Agricultural Revolution

• Primary Economic Activity
• This changed how people lived and worked
  together.
• First beer, then bread.
• Early Brands/Icons - symbols of
• Religion
• Rulership (Flags, etc.)

• Ownership
• Communication

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200 years ago

• The Industrial Revolution

• Secondary Economic Activity - Mass Manufacturing,
  (including books), Distribution, Transportation

13
200 years ago

• The Industrial Revolution

• Secondary Economic Activity - Mass Manufacturing,
  (including books), Distribution, Transportation

• It changed how people lived and worked together.

• Branded Communications
• Identified manufactured goods
• Reputation of manufacturer

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100 years ago

• The Beginnings of Modern Advertising

• Mass Manufacturing
• Mass Distribution
• Mass Communication
• Mass Education
• And disposable income!
• It changed how people lived
• Branded Products

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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
  peoples lives

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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.

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Whats more . . .

• The Media Revolution is changing everything!
• Our behavior
• Business models
• Communication models
• New Business opportunities
• New Career opportunities
• and of course Brands!

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Business Today.

• The Media Revolution

• 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

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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

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Advertising

• The Business of Brands

4 Types of Businesses

• Marketers ( Advertisers)
• Advertising Agencies
• Media Companies
• Marketing Services Suppliers

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Four Examples

• A Marketer
• A Writer

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Four Examples

• Scott Bedbury (Nike/Starbucks)
• A Marketer
• A Writer

• GSDM

• An Advertising Agency

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Four Examples

• Scott Bedbury (Nike/Starbucks)
• A Marketer
• A Writer

• GSDM

(Roy Spence Friends)

• An Advertising Agency

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Four Examples

• Scott Bedbury (Nike/Starbucks)
• A Marketer
• A Writer

• GSDM (Roy Spence Friends)
• An Advertising Agency

• Robert L. Johnson

• An Entertainment Brand

• A Media Company

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Four Examples

• Scott Bedbury (Nike/Starbucks)
• A Marketer
• A Writer

• GSDM (Roy Spence Friends)
• An Advertising Agency

• Robert L. Johnson

• A Media Company
• An Entertainment Brand

• Marketing Services

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Four Examples

• Scott Bedbury (Nike/Starbucks)
• A Marketer
• A Writer

• GSDM (Roy Spence Friends)
• An Advertising Agency

• Robert L. Johnson

• A Media Company
• An Entertainment Brand

• Lisa Fortini-Campbell

• Marketing Services

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Kinds of Brands

• Packaged Goods

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Kinds of Brands

• Packaged Goods

• Durable Goods

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Kinds of Brands

• Packaged Goods
• Durable Goods

• Services

American Express
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Kinds of Brands

• Packaged Goods
• Durable Goods
• Services

• Retailers

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Kinds of Brands

• Packaged Goods
• Durable Goods
• Services
• Retailers

• Organizations

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Kinds of Brands

• Packaged Goods
• Durable Goods
• Services
• Retailers

• Organizations

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Kinds of Brands

• Packaged Goods
• Durable Goods
• Services
• Retailers

• Organizations

• California Raisin Advisory Board

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Kinds of Brands

• Packaged Goods
• Durable Goods
• Services
• Retailers
• Organizations

• Entertainment Brands

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Kinds of Brands

• Packaged Goods
• Durable Goods
• Services
• Retailers
• Organizations
• Entertainment Brands

• Other Examples

• Transportation, Music, Retail...

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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 . . .

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• Ideas can change the game
• Faster than ever
• Ideas can also destroy
• Creative Destruction

• Ideas can add value
• Paul Romers work in Economics

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The Challenge of
Change

• The Speed of Change
• Yes, its moving faster
• Think what that means for your Education!

• Think what that means for your Career...

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Brands Manage
How
Change

• Planning

• Implementation

• Evaluation

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You Your Career-

• Right now, youre job shopping
• This book ends with...
• A Marketing Plan for The Brand Called You

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You Your Career-

• Right now, youre job shopping
• This book ends with...
• A Marketing Plan for The Brand Called You

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You Your Career-

• Right now, youre job shopping
• This book ends with...
• A Marketing Plan for The Brand Called You
• Understand yourself as a Product

• Understand Your Market

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You Your Career-

• Right now, youre job shopping
• This book ends with...
• A Marketing Plan for The Brand Called You
• Understand yourself as a Product
• Understand Your Market

44
You Your Career-

• Right now, youre 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

45
Next Steps

• Your Next Reading
• Your Next Assignment

46
Thank You.