POOL 2009
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The document discusses how brands can build a fan base and stay relevant. It emphasizes that a brand's future lies in understanding the community around it through research, insights, and engaging in conversations. Brands should deliver value and make people's lives better through great marketing incorporated into the product itself so that people will talk about it organically. Content is the new currency, so brands must add value through engaging content and communities to drive innovation.
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POOL 2009
- 24. THE FUTURE OF YOUR BRAND IS AROUND YOU.
- 25. WHAT IS A BRAND? COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY (* SOURCE: PAUL ISAKSON *)
- 26. ASK YOURSELF THIS: HOW MANY FANS DOES YOUR BRAND HAVE?
- 28. DELIVER VALUE THROUGH MARKETING & MAKE PEOPLES LIVES BETTER (* SOURCE: PAUL ISAKSON *)
- 29. BUILD THE MARKETING INTO THE PRODUCT & MAKE THE PRODUCT SO GREAT, PEOPLE CANT HELP BUT TALK ABOUT IT. (* SOURCE: PAUL ISAKSON *)
- 30. THE PRODUCT IS THE MARKETING (* SOURCE: PAUL ISAKSON *)
- 31. UNFORTUNATELY, NOT ALL PRODUCTS ARE COOL LIKE THAT...
- 32. $ ADD VALUE THRU CONTENT CONTENT IS THE NEW CURRENCY (* SOURCE: PAUL ISAKSON *)
- 33. POOL POOL COMPANY IS HERE IS HERE CONTENT CONVERSATION BETTER BRANDS AGENCY CONSUMERS COMMUNITY POOL IS HERE
- 34. OLD MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING (* SOURCE: PAUL ISAKSON *) CONSUMER
- 35. NEW MARKETING PRODUCT PACKAGING DISTRIBUTION CRM ADVERTISING (* SOURCE: PAUL ISAKSON *) CONSUMER
- 36. HOW DID WE CREATE THIS KIND OF MARKETING?
- 38. Great work comes from insight, and we have always worked from insight. We have a vision of ourselves becoming the lead agency for the digital age. Insights are going to come in so many different ways. Wed like to pride ourselves on the ability to capitalize on them. Laura Lang CEO Digitas USA March 2008 Source: Advertising Age - http://adage.com/article?article_id=125670
- 41. OBSERVE + LISTEN
- 43. RESEARCH & INSIGHTS + COMMUNITY & CONTENT + CONVERSATION & COLLABORATION = BRAND INNOVATION
- 44. THE END