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Showing posts from June, 2015

Recoding Advertising

Today, it is hard to miss an article on how advertising is not in tune with the times—that we still think of TV first in a digital world. While there is a lot of grief on the state of the business, advertising is a beautiful profession that is changing for the better. In today’s connected economy, every industry is being pushed to reinvent or else. Advertising is not the exception. So if we need to rewrite the ad code, what would be the new model? I believe the problem lies in the fact that we “the adland,” with a few exceptions, keep copying ourselves. We continue to produce better clones rather than pivot in new directions. Perhaps we just want to have our cake and eat it. We don’t want to cannibalize our products.  To innovate, we need to look outside the industry: The tech startups, the film or music producers… and follow some of their principles: They focus on creating products or services, not ad units. Done is better than perfection. And they collaborative even with their comp…

It's the Music, Stupid.

On July 8th, Apple unveils Apple Music, its subscription music service. For only $9.99 a month, you can access all the music you want in iTunes. Think about a Netflix for music. With this move, Apple is aiming at the 135 million streaming music listeners in the U.S., which is mostly owned by Spotify and Pandora. Apple’s CEO Tim Cook positioned the service as having a “frightening advantage.” I will call it a Spotify killer. Spotify is the biggest on-demand streaming music service in the world and Apple most significant threat in the music space. Spotify has 75 million active users, 20 million of whom are paid subscribersThe Spotify business model relies on attracting users to a free service that offers a selection of music but with limited functionality, with the aim of converting those users to paying subscribers. To defend its hegemony in the music industry, Apple is betting on "simplicity." If you have an iPhone, you are going to be one click away for accessing 20 milli…

In marketing, simple is the new black

Today, we have more choices than ever. However, people still only have 24 hours in a day. In times of abundance, simplicity is the scarce resource.  People are looking for brands that make their lives simple, painless without complexity.
Simple does not mean dumbing things down. On the contrary, it takes hard work and discipline to be simple. To quote Mark Twain “I didn’t have time to write a short letter, so I wrote a long one instead.”  Simplicity forces us to define boundaries and set priorities to get things done faster, cheaper and better. 
In marketing, simplicity comes in two flavors: storytelling, what you say, and storydoing, what you do.
Storytelling simplicity is about distilling highly complex business concepts into simple consumer propositions.  In his book Brand Simple, Allen P. Adamson makes a strong case for why Google, Apple, and Intel are three of the most valuable brands in the world. Google’s breakthrough insight was to make everything about its brand and user experie…