Archive for May, 2009

More Talk on The Demise of Advertising…

Sunday, May 24th, 2009

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It’s fun to talk about the death of advertising (or anything perceived to be old, unchanging and stodgy), and everybody seems to be doing it. It’s true that advertising faces serious challenges. And yet, advertising’s not going away any time soon, if at all, though it is going through pretty interesting changes. Some of these are driven by technology, and others driven by the changed habits of consumers… which may also be driven by technology. But isn’t everything right now? It would seem that creative destruction has been unleashed on a broad range of industries for a dizzying diverse number of reasons. A common and consistent reason for this, though, is forgetting who your customer is and what they want. This would be despite the array of incredible tools now at our disposal to make this an incredibly easy thing to do, to stay connected to our customers. This is doubly true for advertising, and the cartoon above from Hugh McLeod (a favorite of mine), sums this up rather nicely. Add to this the very interesting presentation below from :

View more from .

From the slides above, a prescient quote from Jim Stengal, Global Marketing Officer at P&G, from last year:

“Today’s marketing model is broken. We’re applying antiquated thinking and work systems to a new world of possibilities.”

Actually, , CEO of , just wrote a nice article for AdWeek, , that gets to the heart of this. In it, Tim says:

“There will, of course, continue to be times and places where iconic, one-way messaging make sense — like bringing out the fine china for a special meal. But these instances (e.g., the Super Bowl), are increasingly rare and increasingly expensive. The real challenge facing one-way, brand-centric, non-conversational advertising is its focus on making the perfect presentation. The perfection model benefitted from very limited media outlets. Advertisers essentially spent money to guarantee craft, which theoretically helped a message stand out amidst the clutter. That formula had limits. Until now, marketing tools have existed in just two dimensions — words and images — sometimes in motion, sometimes with audio, always focused in a singular direction at the consumer.

Then someone invented the Internet. And Search. Quite suddenly, brands were no longer solely in power. The audience is in control. Media fragments. Most important, words and images are joined by a third dimension — technology — and now the marketplace flows in two directions instead of one.”

I happen to know of more than a few marketing/advertising firms that understand the terrain on which they navigate. As a result they happen to be doing quite well.

Design Strategy Diagrammed

Sunday, May 24th, 2009

diagram of design strategy by ralf beuker

An appropriate follow to my previous post. The diagram above does an excellent job visualizing not only the elements that comprise design strategy, but also gives some detail on how this strategy could be applied to ideas as actionable steps. You can learn more about this diagram from , and also download a larger file that makes the detail easy to read.

Connecting The Dots of Design Strategy

Sunday, May 24th, 2009

from on .

An excellent overview of one firm’s perspective on effective design strategy, and the value of design to the challenges facing business as we work to identify valuable ideas and pursue opportunity. Coincidentally, I first found this video last week while I was in Palo Alto visiting with IDEO and Steelcase on essentially the same subject, to learn more about their methodologies for user centered research and how that research is realized through smart, informed design strategy.

Important, But Not Necessary…

Friday, May 22nd, 2009

That headline is a quote from a 14 year old girl asked her perspective on television from this really interesting video clip of interviews with a group of 14 year old girls. They provide us a brutally direct take on the future of television, and it’s not pretty. They are absolutely right, though, as broadcast television is going through incredible challenges, and what comes out the other end of navigating these challenges will be something completely different, and perhaps a business model that these 14 year old girls can get behind. Personally, I’m with them.

Found this clip at Fred Wilson’s blog .