Welcome to & Advertising The Business of Brands

The Media Revolution. n Media Revolution Video Bruce Bendinger - Editor Advertising & The Business of Brands

n Context Goes Down the Sides How To Read This Book: n Text Goes Down the Middle... s Starts w. How This Chapter is Organized s Ends w. Concepts and Vocabulary Context Goes Down the Sides s Examples s Concepts s Stories s Lists s Facts s Stats

What you really want to know is…Whats on the Test ? ! ? n If its in the middle, its probably going to be on the test. n On the side, facts, lists, and statistics may be on the test n On the side, ad examples and nice stories are probably not on the test n Concepts and Vocabulary will always be on the test.

Key Concepts: n The Brand n A Few Revolutions n Four Businesses Hey, whos this guy? n Information, Ideas and Change s Creative Destruction

The Brand: n Verb - biernan to burn n Noun - a name, term, symbol, or design (that) identifies products. n Concept - a conceptual entity that focuses marketing activities. n 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… n The Agricultural Revolution s Primary Economic Activity s This changed how people lived and worked together. s First beer, then bread. n Early Brands/Icons - symbols of s Religion s Rulership (Flags, etc.)

10,000 years ago… n The Agricultural Revolution s Primary Economic Activity s This changed how people lived and worked together. s First beer, then bread. n Early Brands/Icons - symbols of s Religion s Rulership (Flags, etc.) s Ownership s Communication

10,000 years ago… n The Agricultural Revolution s Primary Economic Activity s This changed how people lived and worked together. s First beer, then bread. n Early Brands/Icons - symbols of s Religion s Rulership (Flags, etc.) s Ownership s Communication

200+ years ago… n The Industrial Revolution s Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation

200+ years ago… n The Industrial Revolution s It changed how people lived and worked together. s Secondary Economic Activity - Mass Manufacturing, (including books), Distribution, Transportation n Branded Communications s Identified manufactured goods s Reputation of manufacturer

100 years ago… n The Beginnings of Modern Advertising: s Mass Manufacturing s Mass Distribution s Mass Communication s Mass Education s And disposable income! n It changed how people lived n Branded Products

50 years ago… n The Post-Industrial Revolution s Tertiary Economic Activity - Services and Information s It changed how people lived and worked. s Marketing became more important n Branded Services n Brands were becoming an intrinsic part of peoples lives

Today... n Almost everything is a Brand s Most manufactured goods s Most services s Entertainment brands s In some ways, YOU are a brand! n Brands have become an organizing force of modern business n Brands have become a cultural meaning system.

Whats more... n The Media Revolution is changing everything! s Our behavior s Business models s Communication models s New Business opportunities s New Career opportunities s and of course… Brands!

Business Today. n Brands are a cultural and business meaning system. n Marketing has become a major business function n A major part of marketing is marketing communication. n And one of the major ways brands communicate is… n The Media Revolution…

Advertising! n An important part of American culture. n An increasingly important part of global culture. n The Original Marketing Communication n Still the major type of Brand- Building Communication

& Advertising The Business of Brands n Marketers (& Advertisers) n Advertising Agencies n Media Companies n Marketing Services Suppliers 4 Types of Businesses:

Four Examples : n Scott Bedbury (Nike/Starbucks) s A Marketer s A Writer

(Roy Spence & Friends) Four Examples : n GSD&M n Scott Bedbury (Nike/Starbucks) s A Marketer s A Writer s An Advertising Agency

Four Examples : n GSD&M n Scott Bedbury (Nike/Starbucks) s A Marketer s A Writer s An Advertising Agency (Roy Spence & Friends)

Four Examples : n GSD&M (Roy Spence & Friends) s An Advertising Agency n Scott Bedbury (Nike/Starbucks) s A Marketer s A Writer n Robert L. Johnson s A Media Company s An Entertainment Brand

Four Examples : s Marketing Services n Lisa Fortini-Campbell n Robert L. Johnson n GSD&M (Roy Spence & Friends) s An Advertising Agency n Scott Bedbury (Nike/Starbucks) s A Marketer s A Writer s A Media Company s An Entertainment Brand

s Marketing Services Four Examples : n Lisa Fortini-Campbell n Robert L. Johnson n GSD&M (Roy Spence & Friends) s An Advertising Agency n Scott Bedbury (Nike/Starbucks) s A Marketer s A Writer s A Media Company s An Entertainment Brand

Kinds of Brands: n Packaged Goods

Kinds of Brands: n Packaged Goods n Durable Goods

Kinds of Brands: n Packaged Goods n Durable Goods n Services American Express

Kinds of Brands: n Packaged Goods n Durable Goods n Services n Retailers

Kinds of Brands: n Packaged Goods n Durable Goods n Services n Retailers n Organizations s National Safety Council (& Ad Council)

Kinds of Brands: n Packaged Goods n Durable Goods n Services n Retailers n Organizations s California Fluid Milk Processor Advisory Board (& Girl Scouts)

Kinds of Brands: n Packaged Goods n Durable Goods n Services n Retailers n Organizations s California Raisin Advisory Board

Kinds of Brands: n Packaged Goods n Durable Goods n Services n Retailers n Organizations n Entertainment Brands

Kinds of Brands: n Packaged Goods n Durable Goods n Services n Retailers n Organizations n Entertainment Brands n Other Examples s Transportation, Music, Retail...

Three Key Concepts: n Information s A major change in our economy FPowerShift s A major change in how we work. FKnowledge Workers n Ideas s The Economic Power of Ideas s Advertising is about Ideas And...

n Ideas can change the game s Faster than ever n Ideas can also destroy s Creative Destruction The Challenge of Change s Joseph Schumpeter n Ideas can add value s Paul Romers work in Economics

The Challenge of n The Speed of Change s Yes, its moving faster n Think what that means for your Education! Change n Think what that means for your Career...

Brands Manage n Planning Change How n Implementation n Evaluation

You & Your Career- n Right now, youre job shopping n This book ends with... n A Marketing Plan for The Brand Called You

You & Your Career- n Right now, youre job shopping n This book ends with... n A Marketing Plan for The Brand Called You s Understand yourself as a Product

You & Your Career- n Right now, youre job shopping n This book ends with... n A Marketing Plan for The Brand Called You s Understand yourself as a Product s Understand Your Market

You & Your Career- n Right now, youre job shopping n This book ends with... n A Marketing Plan for The Brand Called You s Understand yourself as a Product s Understand Your Market s Increase Your Market Value

You & Your Career- n Right now, youre job shopping n This book ends with... n A Marketing Plan for The Brand Called You s Understand yourself as a Product s Understand Your Market s Increase Your Market Value s Bring your product to market

Next Steps: n Your Next Reading n Your Next Assignment

Thank You.