A variation on a presentation I gave to the Digitas team when I first joined the agency. It lays out my topline POV, approach and some thought starters for how marketers need to rethink advertising and craft new approaches for engaging with the empowered consumer. This space changes fast, so my thinking has evolved since I put this together, but I do think that many of the same ideas apply today.

1. emerge

2. when i say { emerging channels } you say { _ _ _ _ _ } when i say {emerging channels} you say {_ _ _ _ _}

3. if we are starting here, we have already failed

4. { emerging } isn’t just another way of saying

5. { emerging } isn’t really about any of these things

6. { emerging } isn’t really about any of these things { emerging } is really about people { emerging } is really about all of these things or

7. empower people and { patterns emerge }

8. empower people and { patterns emerge } we have on demand expectations we want real time dialogue we create personal experiences

9. the things we { think } we’re interested in aren’t really the things we’re interested in { on demand expectations } podcasts aren’t important time and place shifting are { real time dialogue } blogs aren’t important personal publishing is { personal experiences } rss isn’t important consumer/social filters are

10. technologies { come and go } the new behaviors will { endure }

11. { people first } media a set of lenses for looking at { emerging } marketing

12. small is the new big* * Seth Godin mass { my }

13. be a community catalyst * * your brand here control { participation }

14. {to love} from loudspeakers interruption { invitation }

15. empower people to tell your brand story audience { ambassador }

16. { gregverdino.typepad.com } gregverdino.typepad.com originally presented: summer 2006