Your body of work is a history of field notes made accessible while getting done
Seth Godin just added the following page to his body of work:
Are you leaving behind an easily found trail of accomplishment?
Few people are interested in your resume any more. Plenty are interested in what you’ve done.
The second thing you’ll need to do is regularly note what you produce in a log or find some other way to keep track.
The first thing is more difficult: If the work you do isn’t worth collating and highlighting, you probably need to be doing better work.
With a honest perception of self, all you need to do is demonstrate your work while you are getting it done. This will do more for your business pursuit than any work of any ad agency can do for you today.
Now go visit Field Notes Brand. This is how you sell products now: Low-budget, heartbreaking stories.
V&S has systemized a steady stream of creativity and is organized with a difference, the merry-go-round nature of large agency structures with ever occurring restructuring, was eliminated in the process of building a new business model.
Support capacity must prove itself in reach and relevance.
In reach and relevance McCann has provided priceless brand value in the history of advertising with truth well told i.e. “priceless” for Mastercard or “Because I’m Worth It”. for L’Oréal.
Let’s pretend for a moment, the digital revolution has never occurred, which may well be the case after all. How have we progressed since the desktop revolution? What are learnings we can rely on?
There seems to be an infinite number of combinations of syntheses that will have everything happen to most everyones fullest satisfaction.
In marketing it is equally important what your brand experience entails as are the things your brand does not stand for.
Take a key visual for your campaign, for most its but a picture for others it reveals your brand’s DNA including relevant codes that are embedded.
With infinite opportunities and possibilities, here are three things to avoid.
Little Miss Sunshine has long grown up
Assertions
Remember the first time you were confronted with the Google search screen or when you first signed up with Facebook?
Not a word of explanation, right?
Neither company wished to distract you from your task.
Neither company wanted to invoke doubt in the task the user had chosen on her own behalf and came to this screen for.
Consider head banging to hipster music
Announcements
Was it Derek Sivers who made us aware, that talking about your intended project, makes you more likely fail at executing what you had in mind? It is unnecessary, albeit counterproductive and dumb to announce your plans before their completion has become effective in public.
Advertising is a big promise with a big difference, the promise better be immediately fulfilled, easy accessible and within reach at the time the promise is made.
For cult of done members only
Transparency
Being clear about what you want from your customers, how customers benefit from your brand and what the source of your income is, may have parts in common with transparency. A more beneficial rule of thumb is not to let the truth get in the way of success.
With truth well told, McCann Erickson claims a more tangible brand option. (Alas, they stopped working with their claim now that it is approaching universal relevance)
I see that transparency has become an important factor for maintaining democracy, I doubt however that anything like 100% transparency exist. There are very successful company’s out there that make for an impression of conducting transparency. At most they are 70% transparent, hence transparency does not exists.
If we had transparency we wouldn’t need handguns to defend our freedom against the government, now would we?
Remember the under construction sign occasionally pop up on websites back in the early days of the web?
Today it would send only one signal, the site owner has no idea on how communications works.
Sites had to put up the under construction sign, whenever a change was made to the format of the site or when anything was added to the content.
Useless, horrendously expensive, complex and complicated content management systems were introduced and companies who could afford them believed to have been sold on a dynamic website.
IT companies made a fortune selling Custom CMS.
Ad agencies and digital agencies made are fortune on selling dynamic websites.
Customer be warned you are still being sold on the same old lie.
Then social media demonstrated what dynamism really means.
Sold on dynamic
With the event of blogs (basically an off the shelf content management system with plugins bringing connectivity to the CMSystem), communications were democratized and made available at no or little cost to the rest of us.
Today the dirty truth is, websites in contrast to blogs, have no default way of communicating with one another or social media sites. The pings send out by blogs are not being picked up by websites and no consequent action can be taken.
75 years of Story Telling meets New Gen Comic Artist
DC Comics reveals new peeling back logo, new gen comic artist, Elizabeth Blue has revamped her web presence while back in England, her first comic book goes to press by Atlantic Press.
When you think about DC superheroes such as Batman, Superman, Superwoman, Green Lantern, there’s a secret identity. The new DC logo reflects a common denominating nature of DC characters as individuals and dual identities (read on here.).
Übermensch heroes yes, but with a difference. While conventional comics picture a fully developed hero with superpowers in place, the reader gets thrown right into pow wow action, new gen comic artists must start from scratch and have the story begin before superpowers have fully developed.
Both, their own and the superpowers of their heroes.
Leaving behind the anti hero of the 90s, heroes are the girl next door or the one successful Fables’ heroine, Frau Totenkinder (German for dead children) at around age 70.
A beautiful and most meaningful advantage for brand building and introducing a business to the market in our post-digital time, is taking confidence and comfort in interactivity. A purely psychological effort of not taking yourself too serious and superb accomplishment.
It separates the procrastinators from the believers.
No need to plan the outcome in advance. Get done with your first step already, rather than falling prey to the old word insanity as marketing planning suggested, since you can’t foresee the action or responses of your most important prospects, those you aim to turn into happy customers.
It matters most to get started and it does not matter what your initiative will be.
Thus development is a friend and happens over time.
There is a notion that nothing much happened. A bit of fresh thinking in tv sets with screens getting thinner and displays even larger, which reminds me of the development in the auto industry. No development that is.
Selling more rather than developing better replaced strategy with tactics in the old world.
What I am looking forward to is integrated design, where the inner makings and the shape of things make for something I really would want to have.
Read Harold Feld’s summary of how some 7.000 black outs of wikipedia, wordpress blogs, google support made it through the infamous “Washington bubble” that separates our elected officials from what is actually going on in the real world.
“Search the parks in all the cities, you won’t find statues of any committees.”—David Ogily
Rather than honoring the occupy movement with a group statue on wall street, citizens may want to support the local occupants by providing tea, soup, sandwiches or making sanitation available to occupants.
Bill Moyers has a way with words and put the cause in context for the rest of us. Keyword?
Civilization
“I grew up in a working class family. We were among the poorest in town. But I was rich in public goods. I went to a good public school, played sandlot ball in a good public park, had access to a good public library, drove down a good public highway to a good public college. All made possible by people I never met. There was an unwritten bargain among the geneations. We didn’t all get the same deal but we did get civilization. That bargain is being trended, the occupyers of wall street understand this.”
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About me
I am Mark Sargent, I don't have ideas for advertising, I am advertising ideas. Much like Nicolas Roope, I do things, not advertise things. Your support is welcome:
I am Mark Sargent, I don't have ideas for advertising, I am advertising ideas. Much like 
