Comments on: My Hopes for Advertising in 2009 http://www.annoyingdesign.org/blog/2009/01/21/my-hopes-for-advertising-in-2009/ redesign the world Mon, 21 Nov 2011 14:09:33 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Andrew Geisler http://www.annoyingdesign.org/blog/2009/01/21/my-hopes-for-advertising-in-2009/comment-page-1/#comment-311 Andrew Geisler Wed, 04 Mar 2009 20:39:13 +0000 http://www.annoyingdesign.org/blog/2009/01/21/my-hopes-for-advertising-in-2009/#comment-311 "Does the consumer have time and passion to engage with every brand that wants to be part of his or her life?" The answer is "no" But then again... just because a brand WANTS to engage any particular consumer doesn't not necessarily mean it will be accepted. The key to this is the false notion that any given brand is in control. The process would not go.. "brand x wants to engage me.. looks like I have to engage back". The process would go "brand x wants to engage me.. let me evaluate the personal relevancy to my life." This is scary because the power seems to have shifted. Truly know your audience/target and provide a value (product and experience) that is worth engaging. Then again... just my opinion. “Does the consumer have time and passion to engage with every brand that wants to be part of his or her life?”

The answer is “no”

But then again… just because a brand WANTS to engage any particular consumer doesn’t not necessarily mean it will be accepted. The key to this is the false notion that any given brand is in control.

The process would not go.. “brand x wants to engage me.. looks like I have to engage back”. The process would go “brand x wants to engage me.. let me evaluate the personal relevancy to my life.”

This is scary because the power seems to have shifted.

Truly know your audience/target and provide a value (product and experience) that is worth engaging.

Then again… just my opinion.

]]> By: ross http://www.annoyingdesign.org/blog/2009/01/21/my-hopes-for-advertising-in-2009/comment-page-1/#comment-308 ross Wed, 04 Mar 2009 06:28:33 +0000 http://www.annoyingdesign.org/blog/2009/01/21/my-hopes-for-advertising-in-2009/#comment-308 Robert, Thanks so much for the comment. You've definitely made me think about this some more, especially by pointing to commodity brands. There's always been something very awkward to me about a company like Good Housekeeping or P&G trying to reach out to the web-savvy mom crowd with social media or branded content -- it usually seems contrived, no matter how well it's done! :) One thought I had though is about OXO Home products or Method -- good product design is becoming itself a commodity. It's the thing agencies have the least control over... ::shrugs:: But depending on any given client/agency relationship that can always change. PS. Sorry for the awful grey-colored comment box on here. I'm still struggling with Wordpress. Thanks again for your response. Robert, Thanks so much for the comment. You’ve definitely made me think about this some more, especially by pointing to commodity brands.

There’s always been something very awkward to me about a company like Good Housekeeping or P&G trying to reach out to the web-savvy mom crowd with social media or branded content — it usually seems contrived, no matter how well it’s done! :)

One thought I had though is about OXO Home products or Method — good product design is becoming itself a commodity. It’s the thing agencies have the least control over… ::shrugs:: But depending on any given client/agency relationship that can always change.

PS. Sorry for the awful grey-colored comment box on here. I’m still struggling with WordPress. Thanks again for your response.

]]> By: heyrobertdavis http://www.annoyingdesign.org/blog/2009/01/21/my-hopes-for-advertising-in-2009/comment-page-1/#comment-307 heyrobertdavis Tue, 03 Mar 2009 13:30:30 +0000 http://www.annoyingdesign.org/blog/2009/01/21/my-hopes-for-advertising-in-2009/#comment-307 Ross - what would happen if every brand in America woke up tomorrow and stopped their agencies from making icky stale Fig Newtons, as you so eloquently put it... in other words, if we went past the tipping point and down the long tail quickly, and Swiffer, Oscar Mayer, Polli-O String Cheese, Lysol toilet bowl cleaner, Glad trash bags, Rubbermaid and every other brand under the sun reached out to the consumer to engage... is that a desireable outcome? Does the consumer have time and passion to engage with every brand that wants to be part of his or her life? Or is it inevitable that in some low interest/involvement purchase categories, commodity "creative" advertising is inevitable as its only goal is to drive a meme of some sort into the head of the consumer? (Jeez, like Swiffer playing Devo... the horror, the horror.) What if we got what we are asking for, and more? r. Ross – what would happen if every brand in America woke up tomorrow and stopped their agencies from making icky stale Fig Newtons, as you so eloquently put it… in other words, if we went past the tipping point and down the long tail quickly, and Swiffer, Oscar Mayer, Polli-O String Cheese, Lysol toilet bowl cleaner, Glad trash bags, Rubbermaid and every other brand under the sun reached out to the consumer to engage… is that a desireable outcome? Does the consumer have time and passion to engage with every brand that wants to be part of his or her life? Or is it inevitable that in some low interest/involvement purchase categories, commodity “creative” advertising is inevitable as its only goal is to drive a meme of some sort into the head of the consumer? (Jeez, like Swiffer playing Devo… the horror, the horror.)

What if we got what we are asking for, and more?

r.

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