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HOW TO
                           +
          (NOT)




FAIL
WIEDEN+KENNEDY AMSTERDAM
OR:
WHY THERE IS


NO AUDIENCE
 FOR WHAT WE MAKE
AND WHY THAT
  TRUTH
 WILL SET US


FREE
SOME NUMBERS

      ONE AD

  NO CASE STUDIES

AND SOME GOOD NEWS
THIS
     IS THE



LANGUAGE
      OF

MARKETING...
‘AUDIENCE’
‘FANS’
‘COMMITMENT’
‘RELATIONSHIPS’
‘ENGAGEMENT’
‘LOVE’
IT’S THE LANGUAGE
        OF
     CONSUMERS

GIVING A SHIT
ALL
  RHETORIC

   NO
EVIDENCE
SO
IF YOU WANT TO


 FAIL
 DO THIS...
ASSUME THAT PEOPLE


   CARE
ABOUT BRANDS
ASSUME THAT PEOPLE

 WANT TO HAVE A
RELATIONSHIP
  WITH YOUR BRAND
ASSUME THAT


  YOUR FANS
     ARE YOUR MOST

VALUABLE CONSUMER
ASSUME THAT EVERYONE
      WANTS TO

PARTICIPATE
ASSUME THAT PEOPLE


WILL FIND
       YOUR

 CONTENT
ASSUME THAT


  DEPTH
IS MORE IMPORTANT THAN

  BREADTH
WHAT?
MOST PEOPLE


DON’T CARE
   THAT MUCH

ABOUT BRANDS
“Welcome to the Domestos Germ buster app. Play the germ buster game
   to destroy those ‘menacing nasties’ that lurk in yo...
MOST PEOPLE
DON’T KNOW MUCH
  ABOUT THE BRAND THEY BUY
50%
                                                  OF ALL KNOWLEDGE
                                                   ...
80%
                                                                                OF A BRAND’S BUYERS
                  ...
“
     ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS
               PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’
    EX...
0.5%
                                                                              PROPORTION OF FANS


     TALKING ABOUT...
PEOPLE DON’T HAVE


A RELATIONSHIP
   WITH YOUR BRAND
THE VAST MAJORITY
        OF CONSUMERS

HAVE MULTIPLE PARTNERS
72%
                                 OF PEPSI DRINKERS
                                      ALSO DRINK

                 ...
‘YOUR CONSUMERS’
        ARE JUST

SOMEBODY ELSE’S
    CONSUMERS
     WHO OCCASIONALLY
      BUY YOU
HUMAN RELATIONSHIPS
       DEMAND



  MASSIVE
 PROCESSING POWER
100 BILLION NEURONS
WITH ROUGHLY ONE MILLION BILLION CONNECTIONS
      EACH FIRING AT 10 TIMES PER SECOND
HUMAN RELATIONSHIPS
       INVOLVE

     BUILDING

 COMPLEX
  MENTAL MODELS
RELATIONSHIPS
ARE A MATTER
     OF



 LIFEAND



DEATH
PEOPLE WITH


                                                                            STRONG
                         ...
COMPARED WITH
HUMAN RELATIONSHIPS
   BRAND RELATIONSHIPS


  ARE THIN
RELATIONSHIPS
        ARE



   FREE
TRANSACTIONS ARE NOT
“MOST OF US GO THROUGH LIFE
 FINDING IT HARD ENOUGH TO HAVE

GOOD RELATIONSHIPS
  WITH THE REAL PEOPLE
       IN OUR LIFE
...
WHAT’S


    LOVE
GOT TO DO WITH IT?
YOUR FANS
        ARE

       NOT
      YOUR MOST

VALUABLE CONSUMER
THIS IS



     000’s of HHs buying
                                                        FRUCTIS
                  1230...
THIS IS WHAT IT NEEDS TO DO
                                                  TO LOOK
     000’s of HHs buying            ...
000’s of HHs buying


                  12300


                  9225                                                 FAN...
YOUR BRAND’S HEALTH
          DEPENDS ON



LOTS OF PEOPLE
             WHO
  DON’T KNOW YOU WELL
 DON’T THINK OF YOU MUCH...
THESE CONSUMERS
     GENERATE


PUBLICITY
 NOT REVENUE
DISTINGUISH BETWEEN
      ACTORS
        AND THE



THE AUDIENCE
MOST PEOPLE
  DON’T WANT TO

PARTICIPATE
PASSIVE
CONSUMPTION
  IS NOT
   DEAD
6.4bn hrs.
                              Aggregate consumption
                                    year to May 2011




  ...
OF

                200 BRANDS STUDIED
                                            ONLY ONE
                              ...
PEOPLE’S
      DIGITAL
   PARTICIPATION
          IS

WITH EACH OTHER
20%        60%                                    17%
   PASSIVE    EASY                                   INTENSE
       ...
JUST BECAUSE PEOPLE
    ARE PARTICIPATING WITH

EACH OTHER
         DOESN’T MEAN
 THEY WILL PARTICIPATE
  WITH BRANDS
MASS
REACTION
  MATTERS MORE THAN

    MASS
PARTICIPATION
PEOPLE

WILL NOT
 FIND
  YOUR

CONTENT
1 IN 1,000,000
                     ODDS OF A PERSON VIEWING
                          YOUR CONTENT
                      ...
0.9%
                                          AVERAGE CLICK THROUGH RATE




SOURCE: ADVERTISING RESEARCH FOUNDATION
4,875
                   PIECES OF CONTENT THE
                      AVERAGE FACEBOOK USER
                            REC...
OVERLOOKED
                     CONTENT




SOURCE: YOUTUBE
UNTIL

                  PUBLICIZED

SOURCE: YOUTUBE
DEPTH
        IS

      NOT
MORE IMPORTANT THAN


BREADTH
BRANDS
                         DEPEND ON

BIG, BROAD POPULATIONS
  12300


  9225


   6150


  3075


     0
          1...
THE BIG DIFFERENCE BETWEEN
  BIG AND SMALL BRANDS
              IS NOT
   HOW MUCH LOYALTY
            THEY GET

BUT HOW M...
‘ENGAGEMENT’
  HASN’T REPLACED



REACH
SO...
MUCH OF WHAT WE MAKE
       IS NOT

      VITAL
        BUT


  TRIVIAL
MUCH OF WHAT WE MAKE
       IS NOT

      VITAL
        BUT


INCIDENTAL
INCIDENTAL
   TO THIS:
ORDINARY
  AWFUL
 AWESOME
 EVERYDAY




LIFE
THERE IS


NO AUDIENCE
 FOR WHAT WE MAKE
OUR TASK
        IS NOT
NURTURING ENTHUSIASM
         BUT

  OVERCOMING
INDIFFERENCE
THIS SHOULD


INSPIRE
    NOT

DEPRESS
     US
FOR

ALL CREATIVITY
    DEMANDS


RESISTANCE
BE PART
      OF WHAT

INTERESTS PEOPLE
GIVE
MORE THAN YOU

  TAKE
TAKE
         A

 POSITION
  DON’T JUST HAVE
‘A POSITIONING’
+
     @mweigel

  martin.weigel.org

martin.weigel@wk.com
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
Martin Weigel : If you want to fail, assume there is an audience
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there is an audience Slide 14 Martin Weigel : If you want to fail, assume there is an audience Slide 15 Martin Weigel : If you want to fail, assume there is an audience Slide 16 Martin Weigel : If you want to fail, assume there is an audience Slide 17 Martin Weigel : If you want to fail, assume there is an audience Slide 18 Martin Weigel : If you want to fail, assume there is an audience Slide 19 Martin Weigel : If you want to fail, assume there is an audience Slide 20 Martin Weigel : If you want to fail, assume there is an audience Slide 21 Martin Weigel : If you want to fail, assume there is an audience Slide 22 Martin Weigel : If you want to fail, assume there is an audience Slide 23 Martin Weigel : If you want to fail, assume there is an audience Slide 24 Martin Weigel : If you want to fail, assume there is an audience Slide 25 Martin Weigel : If you want to fail, assume there is an audience Slide 26 Martin Weigel : If you want to fail, assume there is an audience Slide 27 Martin Weigel : If you want to fail, assume there is an audience Slide 28 Martin Weigel : If you want to fail, assume there is an audience Slide 29 Martin Weigel : If you want to fail, assume there is an audience Slide 30 Martin Weigel : If you want to fail, assume there is an audience Slide 31 Martin Weigel : If you want to fail, assume there is an audience Slide 32 Martin Weigel : If you want to fail, assume there is an audience Slide 33 Martin Weigel : If you want to fail, assume there is an audience Slide 34 Martin Weigel : If you want to fail, assume there is an audience Slide 35 Martin Weigel : If you want to fail, assume there is an audience Slide 36 Martin Weigel : If you want to fail, assume there is an audience Slide 37 Martin Weigel : If you want to fail, assume there is an audience Slide 38 Martin Weigel : If you want to fail, assume there is an audience Slide 39 Martin Weigel : If you want to fail, assume there is an audience Slide 40 Martin Weigel : If you want to fail, assume there is an audience Slide 41 Martin Weigel : If you want to fail, assume there is an audience Slide 42 Martin Weigel : If you want to fail, assume there is an audience Slide 43 Martin Weigel : If you want to fail, assume there is an audience Slide 44 Martin Weigel : If you want to fail, assume there is an audience Slide 45 Martin Weigel : If you want to fail, assume there is an audience Slide 46 Martin Weigel : If you want to fail, assume there is an audience Slide 47 Martin Weigel : If you want to fail, assume there is an audience Slide 48 Martin Weigel : If you want to fail, assume there is an audience Slide 49 Martin Weigel : If you want to fail, assume there is an audience Slide 50 Martin Weigel : If you want to fail, assume there is an audience Slide 51 Martin Weigel : If you want to fail, assume there is an audience Slide 52 Martin Weigel : If you want to fail, assume there is an audience Slide 53 Martin Weigel : If you want to fail, assume there is an audience Slide 54 Martin Weigel : If you want to fail, assume there is an audience Slide 55 Martin Weigel : If you want to fail, assume there is an audience Slide 56 Martin Weigel : If you want to fail, assume there is an audience Slide 57 Martin Weigel : If you want to fail, assume there is an audience Slide 58 Martin Weigel : If you want to fail, assume there is an audience Slide 59 Martin Weigel : If you want to fail, assume there is an audience Slide 60 Martin Weigel : If you want to fail, assume there is an audience Slide 61 Martin Weigel : If you want to fail, assume there is an audience Slide 62 Martin Weigel : If you want to fail, assume there is an audience Slide 63 Martin Weigel : If you want to fail, assume there is an audience Slide 64 Martin Weigel : If you want to fail, assume there is an audience Slide 65 Martin Weigel : If you want to fail, assume there is an audience Slide 66 Martin Weigel : If you want to fail, assume there is an audience Slide 67 Martin Weigel : If you want to fail, assume there is an audience Slide 68 Martin Weigel : If you want to fail, assume there is an audience Slide 69 Martin Weigel : If you want to fail, assume there is an audience Slide 70 Martin Weigel : If you want to fail, assume there is an audience Slide 71 Martin Weigel : If you want to fail, assume there is an audience Slide 72 Martin Weigel : If you want to fail, assume there is an audience Slide 73 Martin Weigel : If you want to fail, assume there is an audience Slide 74 Martin Weigel : If you want to fail, assume there is an audience Slide 75 Martin Weigel : If you want to fail, assume there is an audience Slide 76 Martin Weigel : If you want to fail, assume there is an audience Slide 77 Martin Weigel : If you want to fail, assume there is an audience Slide 78 Martin Weigel : If you want to fail, assume there is an audience Slide 79 Martin Weigel : If you want to fail, assume there is an audience Slide 80 Martin Weigel : If you want to fail, assume there is an audience Slide 81 Martin Weigel : If you want to fail, assume there is an audience Slide 82 Martin Weigel : If you want to fail, assume there is an audience Slide 83 Martin Weigel : If you want to fail, assume there is an audience Slide 84 Martin Weigel : If you want to fail, assume there is an audience Slide 85 Martin Weigel : If you want to fail, assume there is an audience Slide 86 Martin Weigel : If you want to fail, assume there is an audience Slide 87 Martin Weigel : If you want to fail, assume there is an audience Slide 88 Martin Weigel : If you want to fail, assume there is an audience Slide 89 Martin Weigel : If you want to fail, assume there is an audience Slide 90 Martin Weigel : If you want to fail, assume there is an audience Slide 91 Martin Weigel : If you want to fail, assume there is an audience Slide 92 Martin Weigel : If you want to fail, assume there is an audience Slide 93 Martin Weigel : If you want to fail, assume there is an audience Slide 94 Martin Weigel : If you want to fail, assume 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Martin Weigel : If you want to fail, assume there is an audience

Bài nói chuyện của Martin Weigel tại Golden Drum Festival in Portoroz, Slovenia, and at Eficaia 2012 in Madrid

Bài giới thiệu từ Phương Hồ
Tôi thừa nhận tôi là fan của Martin Weigel, là tín đồ của công ty W+K (nơi Martin đang làm việc), chịu ảnh hưởng bởi hầu hết những tư tưởng của Martin và là đọc giả cuồng nhiệt của các bài blog mà Martin viết ra. Nếu bạn không có đủ kiên nhẫn để theo dõi những bài viết của Martin, tôi khuyên bạn nên đọc qua duy nhất bài viết này cùng bài thuyết trình trong đó. Nó đúc kết lại hầu hết những tư tưởng của Martin.

Link gốc:
http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/
http://phuonghoblog.wordpress.com/2012/10/31/martin-weigel/

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Martin Weigel : If you want to fail, assume there is an audience

  1. 1. HOW TO + (NOT) FAIL WIEDEN+KENNEDY AMSTERDAM
  2. 2. OR:
  3. 3. WHY THERE IS NO AUDIENCE FOR WHAT WE MAKE
  4. 4. AND WHY THAT TRUTH WILL SET US FREE
  5. 5. SOME NUMBERS ONE AD NO CASE STUDIES AND SOME GOOD NEWS
  6. 6. THIS IS THE LANGUAGE OF MARKETING...
  7. 7. ‘AUDIENCE’
  8. 8. ‘FANS’
  9. 9. ‘COMMITMENT’
  10. 10. ‘RELATIONSHIPS’
  11. 11. ‘ENGAGEMENT’
  12. 12. ‘LOVE’
  13. 13. IT’S THE LANGUAGE OF CONSUMERS GIVING A SHIT
  14. 14. ALL RHETORIC NO EVIDENCE
  15. 15. SO IF YOU WANT TO FAIL DO THIS...
  16. 16. ASSUME THAT PEOPLE CARE ABOUT BRANDS
  17. 17. ASSUME THAT PEOPLE WANT TO HAVE A RELATIONSHIP WITH YOUR BRAND
  18. 18. ASSUME THAT YOUR FANS ARE YOUR MOST VALUABLE CONSUMER
  19. 19. ASSUME THAT EVERYONE WANTS TO PARTICIPATE
  20. 20. ASSUME THAT PEOPLE WILL FIND YOUR CONTENT
  21. 21. ASSUME THAT DEPTH IS MORE IMPORTANT THAN BREADTH
  22. 22. WHAT?
  23. 23. MOST PEOPLE DON’T CARE THAT MUCH ABOUT BRANDS
  24. 24. “Welcome to the Domestos Germ buster app. Play the germ buster game to destroy those ‘menacing nasties’ that lurk in your home and learn about the benefits of Domestos over thin bleach.”
  25. 25. MOST PEOPLE DON’T KNOW MUCH ABOUT THE BRAND THEY BUY
  26. 26. 50% OF ALL KNOWLEDGE ABOUT A BRAND IS HELD BY JUST 20% OF ITS BUYERS SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  27. 27. 80% OF A BRAND’S BUYERS KNOW A LITTLE OR NOTHING ABOUT THAT BRAND SOURCE: JENNI ROMANUIK, BYRON SHARP: ‘WHERE KNOWLEDGE OF YOUR BRAND RESIDES: THE PARETO SHARE OF BRAND KNOWLEDGE’, REPORT 44 FOR CORPORATE SPONSORS, 2008, EHRENBERG-BASS INSTITUTE FOR MARKETING SCIENCE
  28. 28. “ ALMOST EVERY APP BUILT FOR A BRAND ON FACEBOOK HAS PRACTICALLY NO USAGE... HEAVY, ‘IMMERSIVE’ EXPERIENCES ARE NOT HOW PEOPLE ENGAGE AND INTERACT WITH BRANDS... HEAVYWEIGHT EXPERIENCES WILL FAIL BECAUSE THEY DON’T MAP TO REAL LIFE.” PAUL ADAMS, GLOBAL HEAD OF BRAND DESIGN AT FACEBOOK
  29. 29. 0.5% PROPORTION OF FANS TALKING ABOUT A BRAND ON FACEBOOK SOURCE: KAREN NELSON-FIELD & JENNIFER TAYLOR, ‘FACEBOOK FANS: A FAN FOR LIFE?’, ADMAP, MAY 2012
  30. 30. PEOPLE DON’T HAVE A RELATIONSHIP WITH YOUR BRAND
  31. 31. THE VAST MAJORITY OF CONSUMERS HAVE MULTIPLE PARTNERS
  32. 32. 72% OF PEPSI DRINKERS ALSO DRINK COCA-COLA SOURCE: TNS IMPULSE PANEL (UK)
  33. 33. ‘YOUR CONSUMERS’ ARE JUST SOMEBODY ELSE’S CONSUMERS WHO OCCASIONALLY BUY YOU
  34. 34. HUMAN RELATIONSHIPS DEMAND MASSIVE PROCESSING POWER
  35. 35. 100 BILLION NEURONS WITH ROUGHLY ONE MILLION BILLION CONNECTIONS EACH FIRING AT 10 TIMES PER SECOND
  36. 36. HUMAN RELATIONSHIPS INVOLVE BUILDING COMPLEX MENTAL MODELS
  37. 37. RELATIONSHIPS ARE A MATTER OF LIFEAND DEATH
  38. 38. PEOPLE WITH STRONG SOCIAL NETWORKS LIVE LONGER SOURCE: GILES, GLONEK, LUSZCZ, ANDREWS, ‘EFFECT OF SOCIAL NETWORKS ON 10 YEAR SURVIVAL IN VERY OLD AUSTRALIANS: THE AUSTRALIAN LONGITUDINAL STUDY OF AGING’, J EPIDEMIOL COMMUNITY HEALTH 2005;59:574-579
  39. 39. COMPARED WITH HUMAN RELATIONSHIPS BRAND RELATIONSHIPS ARE THIN
  40. 40. RELATIONSHIPS ARE FREE TRANSACTIONS ARE NOT
  41. 41. “MOST OF US GO THROUGH LIFE FINDING IT HARD ENOUGH TO HAVE GOOD RELATIONSHIPS WITH THE REAL PEOPLE IN OUR LIFE LET ALONE ALL THE BRANDS WE BUY.” BRUCE MCCOLL, GLOBAL CMO, MARS
  42. 42. WHAT’S LOVE GOT TO DO WITH IT?
  43. 43. YOUR FANS ARE NOT YOUR MOST VALUABLE CONSUMER
  44. 44. THIS IS 000’s of HHs buying FRUCTIS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  45. 45. THIS IS WHAT IT NEEDS TO DO TO LOOK 000’s of HHs buying LIKE PANTENE 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  46. 46. 000’s of HHs buying 12300 9225 FANS 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY SOURCE: NIELSEN
  47. 47. YOUR BRAND’S HEALTH DEPENDS ON LOTS OF PEOPLE WHO DON’T KNOW YOU WELL DON’T THINK OF YOU MUCH AND DON’T BUY YOU OFTEN IF AT ALL
  48. 48. THESE CONSUMERS GENERATE PUBLICITY NOT REVENUE
  49. 49. DISTINGUISH BETWEEN ACTORS AND THE THE AUDIENCE
  50. 50. MOST PEOPLE DON’T WANT TO PARTICIPATE
  51. 51. PASSIVE CONSUMPTION IS NOT DEAD
  52. 52. 6.4bn hrs. Aggregate consumption year to May 2011 182m hrs. Facebook, Twitter, and LinkedIn TV SOURCE: DELOITTE/BARB AND UKCOM/NIELSEN, UK
  53. 53. OF 200 BRANDS STUDIED ONLY ONE SHOWED A LEVEL OF ENGAGEMENT OVER 2% source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook fans: A fan for life?’, Admap, May 2012
  54. 54. PEOPLE’S DIGITAL PARTICIPATION IS WITH EACH OTHER
  55. 55. 20% 60% 17% PASSIVE EASY INTENSE 44% INITIATION FRIENDS, FAMILY & PHOTOS TV, ENTERTAINMENT & LIFESTYLE SOURCE: BBC
  56. 56. JUST BECAUSE PEOPLE ARE PARTICIPATING WITH EACH OTHER DOESN’T MEAN THEY WILL PARTICIPATE WITH BRANDS
  57. 57. MASS REACTION MATTERS MORE THAN MASS PARTICIPATION
  58. 58. PEOPLE WILL NOT FIND YOUR CONTENT
  59. 59. 1 IN 1,000,000 ODDS OF A PERSON VIEWING YOUR CONTENT ON YOUTUBE SOURCE: WISTIA.COM
  60. 60. 0.9% AVERAGE CLICK THROUGH RATE SOURCE: ADVERTISING RESEARCH FOUNDATION
  61. 61. 4,875 PIECES OF CONTENT THE AVERAGE FACEBOOK USER RECEIVES EVERY DAY SOURCE: FACEBOOK
  62. 62. OVERLOOKED CONTENT SOURCE: YOUTUBE
  63. 63. UNTIL PUBLICIZED SOURCE: YOUTUBE
  64. 64. DEPTH IS NOT MORE IMPORTANT THAN BREADTH
  65. 65. BRANDS DEPEND ON BIG, BROAD POPULATIONS 12300 9225 6150 3075 0 1x 2x 3x 4x 5x 6x 7x 8x 9x ANNUAL PURCHASE FREQUENCY
  66. 66. THE BIG DIFFERENCE BETWEEN BIG AND SMALL BRANDS IS NOT HOW MUCH LOYALTY THEY GET BUT HOW MANY PEOPLE BUY THEM
  67. 67. ‘ENGAGEMENT’ HASN’T REPLACED REACH
  68. 68. SO...
  69. 69. MUCH OF WHAT WE MAKE IS NOT VITAL BUT TRIVIAL
  70. 70. MUCH OF WHAT WE MAKE IS NOT VITAL BUT INCIDENTAL
  71. 71. INCIDENTAL TO THIS:
  72. 72. ORDINARY AWFUL AWESOME EVERYDAY LIFE
  73. 73. THERE IS NO AUDIENCE FOR WHAT WE MAKE
  74. 74. OUR TASK IS NOT NURTURING ENTHUSIASM BUT OVERCOMING INDIFFERENCE
  75. 75. THIS SHOULD INSPIRE NOT DEPRESS US
  76. 76. FOR ALL CREATIVITY DEMANDS RESISTANCE
  77. 77. BE PART OF WHAT INTERESTS PEOPLE
  78. 78. GIVE MORE THAN YOU TAKE
  79. 79. TAKE A POSITION DON’T JUST HAVE ‘A POSITIONING’
  80. 80. + @mweigel martin.weigel.org martin.weigel@wk.com
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Bài nói chuyện của Martin Weigel tại Golden Drum Festival in Portoroz, Slovenia, and at Eficaia 2012 in Madrid Bài giới thiệu từ Phương Hồ Tôi thừa nhận tôi là fan của Martin Weigel, là tín đồ của công ty W+K (nơi Martin đang làm việc), chịu ảnh hưởng bởi hầu hết những tư tưởng của Martin và là đọc giả cuồng nhiệt của các bài blog mà Martin viết ra. Nếu bạn không có đủ kiên nhẫn để theo dõi những bài viết của Martin, tôi khuyên bạn nên đọc qua duy nhất bài viết này cùng bài thuyết trình trong đó. Nó đúc kết lại hầu hết những tư tưởng của Martin. Link gốc: http://martinweigel.org/2012/10/03/if-you-want-to-fail-assume-there-is-an-audience/ http://phuonghoblog.wordpress.com/2012/10/31/martin-weigel/

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