Welcome to

&AdvertisingAdvertisingThe Business of BrandsThe Business of Brands

The Media Revolution.

“Media Revolution” Video Bruce Bendinger - Editor Advertising & The Business of Brands

Context Goes Down the Sides

How To Read This Book:

Text Goes Down the Middle... Starts w. “How This Chapter is Organized”

Ends w. Concepts and Vocabulary

Context Goes Down

the Sides

ExamplesConcepts

Stories

ListsFactsStats

What you really want to know is… “What’s on the Test ? ! ?”

If it’s in the middle, it’s probably going to be on the test.

On the side, facts, lists, and statistics may be on the test

On the side, ad examples and nice stories are probably not on the test

Concepts and Vocabulary will always be on the test.

Key Concepts: The Brand A Few Revolutions Four Businesses

Hey, who’s this guy?

Information, Ideas and Change “Creative Destruction”

The Brand: Verb - “biernan” to burn Noun - “a name, term, symbol, or

design (that) identifies products.” Concept - “a conceptual entity that

focuses marketing activities.” A Meaning System - “by adding

meaning to objects… advertising performs a role historically assoc-iated with religion..” (AdCult)

Key Concept: Today . . . The Business World Has

Organized Itself Around Brands.

So… what about all those Revolutions?

10,000 years ago… The Agricultural Revolution

Primary Economic ActivityThis changed how people lived

and worked together.First beer, then bread.

Early Brands/Icons - symbols of ReligionRulership (Flags, etc.)

10,000 years ago… The Agricultural Revolution

Primary Economic ActivityThis changed how people lived

and worked together.First beer, then bread.

Early Brands/Icons - symbols of ReligionRulership (Flags, etc.)

Clip

OwnershipCommunication

10,000 years ago… The Agricultural Revolution

Primary Economic ActivityThis changed how people lived

and worked together.First beer, then bread.

Early Brands/Icons - symbols of ReligionRulership (Flags, etc.)

Clip

OwnershipCommunication

200+ years ago… The Industrial Revolution

Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation

200+ years ago… The Industrial Revolution

It changed how people lived and worked together.

Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation

Branded CommunicationsIdentified manufactured goodsReputation of manufacturer

100 years ago… The Beginnings of

Modern Advertising:Mass Manufacturing Mass DistributionMass CommunicationMass EducationAnd disposable income!

It changed how people lived Branded Products

50 years ago… The Post-Industrial Revolution

Tertiary Economic Activity - Services and Information

It changed how people lived and worked.

Marketing became more important Branded Services Brands were becoming an

intrinsic part of people’s lives

Today ... Almost everything is a Brand

Most manufactured goods Most services Entertainment brands In some ways, YOU are a brand!

Brands have become an organizing force of modern business

Brands have become a cultural meaning system.

What’s more . . .

The Media Revolution is changing everything!

Our behavior Business models Communication models New Business opportunities New Career opportunities and of course…

Brands!

Business Today.

Brands are a cultural and business meaning system.

Marketing has become a major business function

A major part of marketing is marketing communication.

And one of the major ways brands communicate is…

The Media Revolution…

Advertising! An important part of

American culture. An increasingly important

part of global culture. The Original Marketing

Communication Still the major type of Brand-

Building Communication

&AdvertisingAdvertisingThe Business of BrandsThe Business of Brands

Marketers (& Advertisers) Advertising Agencies Media Companies Marketing Services

Suppliers

4 Types of Businesses:

Four Examples : Scott Bedbury (Nike/Starbucks)

A Marketer A Writer

(Roy Spence & Friends)

Four Examples :

GSD&M

Scott Bedbury (Nike/Starbucks) A Marketer A Writer

An Advertising Agency

Four Examples :

GSD&M

Scott Bedbury (Nike/Starbucks) A Marketer A Writer

An Advertising Agency(Roy Spence & Friends)

Four Examples :

GSD&M (Roy Spence & Friends)

An Advertising Agency

Scott Bedbury (Nike/Starbucks) A Marketer A Writer

Robert L. Johnson A Media Company An Entertainment Brand

Four Examples :

Marketing Services

Lisa Fortini-Campbell

Robert L. Johnson

GSD&M (Roy Spence & Friends)

An Advertising Agency

Scott Bedbury (Nike/Starbucks) A Marketer A Writer

A Media Company An Entertainment Brand

Marketing Services

Four Examples :

Lisa Fortini-Campbell

Robert L. Johnson

GSD&M (Roy Spence & Friends)

An Advertising Agency

Scott Bedbury (Nike/Starbucks) A Marketer A Writer

A Media Company An Entertainment Brand

Kinds of Brands:

Packaged Goods

Kinds of Brands:

Packaged Goods Durable Goods

Kinds of Brands:

Packaged Goods Durable Goods Services

American Express

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations

National Safety Council (& Ad Council)

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations

California Fluid Milk Processor Advisory Board (& Girl Scouts)

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations

California Raisin Advisory Board

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands

Kinds of Brands:

Packaged Goods Durable Goods Services Retailers Organizations Entertainment Brands Other Examples

Transportation, Music, Retail...

Three Key Concepts:

Information A major change in our economy

“PowerShift” A major change in how we work.

Knowledge Workers

Ideas The Economic Power of Ideas Advertising is about Ideas

And . . .

Ideas can change the game Faster than ever

Ideas can also destroy“Creative Destruction”

The Challenge of Chan

ge

Joseph Schumpeter

Ideas can add value Paul Romer’s work in

Economics

The Challenge of

The Speed of Change Yes, it’s moving faster

Think what that means for your Education!

Change

Think what that means for your Career...

Brands Manage

Planning

Change

How

Implementation Evaluation

You & Your Career-

Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The

Brand Called You”

You & Your Career-

Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The

Brand Called You” Understand yourself

as a Product

You & Your Career-

Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The

Brand Called You” Understand yourself

as a Product Understand Your Market

You & Your Career-

Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The

Brand Called You” Understand yourself

as a Product Understand Your Market Increase Your Market Value

You & Your Career-

Right now, you’re “job shopping” This book ends with... A Marketing Plan for “The

Brand Called You” Understand yourself

as a Product Understand Your Market Increase Your Market Value

Bring your product to market

Next Steps:

Your Next Reading Your Next Assignment

Thank You.