“Advertising is a business of words, but advertising agencies are infested with men and women who cannot write. They cannot write advertisements, and they cannot write plans. They are helpless as deaf mutes on the stage of the Metropolitan Opera.”
Successful entrepreneurs tend to agree that action speaks louder than words and that what you say is more important than how you say it. Action then is appreciated and depreciated by numbers.
More so today with numbers being displayed publicly at every step of the way. Keep in mind though, the most valued men in history were often the least popular in their lifetime. Yet marketing is ruled by numbers and success is determined by the number of product, services or apps sold.
Thinking about it, nothing so much has changed in the post-digital age. As if a creature with a will of its own, the web has spewed out the money industries threw at it and has retaliated with the power of social. Thus leaving entire industries (and politics) wonder how to regain respect with sophisticated customers with an understanding that they can use their buying power for strategic consumption.
Ana Andjelic, the New York strategist, doesn’t care about why people do things, she cares about how they do them. By which the entire communications industry can now cut their research efforts in half.
German professor of psychology Dr. Peter Kruse has demystified or remystified the web by defining its magic as the possibility of immediate closeness.
And Gareth Kay from Goodby Silverstein & Partners has discovered and voiced the most meaningful and practical solution for us all: “It’s not what we do, it’s what people do with what we do.”
So yes, as companies increasingly reach an understanding of being enablers and content providers, old world ad agencies are left behind with administrators unable to write copy or plans.
The democratization of brands poses no thread amongst those who understand how to do ideas that do.
Continuously create new meaning for your brand and every so often have a good look at these three directives:
- What the ad industry is learning from nature—A primer on Gareth Kay’s ideas that do
- i don’t care about why people do things, i care about how they do them—Ana Andjelic, I love marketing
- Advertising is spam
—a surprising, late insight gained elsewhere on the web
Ana Andjelic Gareth Kay ideas that do Prof. Dr. Peter Kruse transformation