you can’t handle the truth contentrubbish brand babble
TRANSCRIPT
YOU CAN’T HANDLE THE TRUTH
CONTENTRUBBISH
BRAND BABBLE
“ The word brand has a tripartite etymology. One emphasis clusters around
burning, with connotations both of fiery consummation and of banking the hearth.
A second emphasis clusters around marking, with connotations of ownership and
indelibility, as well as paradoxical allusions to intrinsic essence, whether of merit or
stigma. A third emphasis clusters around the delivery of, or deliverance from,
danger… The brand embodies the transformative heat of passion, properly
tended...”
Kellogg on Branding: The Marketing Faculty of the Kellogg School of Business. (Northwestern University)
ADWEEK
“ …brand integration”
“ …brand expectations”
“ …brand experience”
“ …brand advocates”
“ …brand relevancy”
“ …brand meaning”
“ …branded content”
“ …brand message”
ADWEEK
“…brand holism”
“SCIENCE IS THE BELIEF IN THE IGNORANCE OF EXPERTS”
RICHARD FEYNMAN
ADVERTISING IS DEAD
“…THE END OF TRADITIONAL ADVERTISING”SETH GODIN
“…THE POST- ADVERTISING AGE IS UNDER WAY”
AD AGE
“…THE :30 SPOT - AT LEAST AS IT EXISTS TODAY - IS EITHER DEAD, DYING, OR HAS OUTLIVE ITS USEFULNESS. TAKE YOUR PICK."”
JOSEPH JAFFE, LIFE AFTER THE :30 SPOT, 2005
“…THE PRESENT IS APOCALYTIC. ANY HOPE FOR A SEAMLESS TRANSITION - OR ANY TRANSITION AT ALL - FROM MASS MEDIA AND MARKETING TO MICRO MEDIA AND MARKETING ARE ABSURD. THE SKY IS FALLING, WE ARE EXQUISITELY IRRETRIEVABLY FUCKED.””
BOB GARFIELD, ADVERTISING AGE
“ADVERTISING IS DEAD”
HUFFINGTON POST
eMARKETER
TELEVISION IS DEAD
“THE END OF TELEVISION AS WE KNOW IT”
IBM, 2006
NIELSEN
Series10
25
50
75
100
Timeshifted Real time
8%
92%
“LET’S JUST DECLARE TV DEAD AND MOVE ON”
TECHCRUNCH, 2006
“TRADITIONAL TV WON’T BE HERE IN 7-10 YEARS”
WIRED, 2007
“TV IS DYING SAYS GOOGLE EXPERT”
THE TELEGRAPH, 2007
“INTERNET IS SET TO REVOLUTIONIZE TELEVISION WITHIN 5 YEARS”
FOX NEWS, 2007
NIELSEN
Series10
25
50
75
100
125
Video on web Video on a TV
4%
96%
RADIO IS DEAD
Series10
200
400
600
800
1000
Mins/wk on web Mins/wk on radio
NIELSEN
784
342
WHY ISN’T OUTDOOR DEAD?
DEATH BY INTERACTIVITY
38% OF WEB TRAFFIC IS HUMAN
CNET
1 AVERAGE BOT-NET CAN PRODUCE 1 BILLION FRAUDULENT ONLINE AD IMPRESSIONS A DAY
MEDIAPOST/FORENSIQ
54% OF DISPLAY ADS PAID FOR BY ADVERTISERS BETWEEN MAY 2012 AND FEB 2013 NEVER APPEARED IN FRONT OF A LIVE HUMAN BEING
THE WALL STREET JOURNAL
POTENTIAL $9.5 BILLION IN ONLINE AD FRAUD IN US IN 2014
ADWEEK
57% OF 2 BILLION VIDEO ADS SURVEYED WERE UNVIEWABLE
THE NEW YORK TIMES
“…THERE IS MASSIVE FRAUD IN THE DIGITAL MARKETPLACE”
PRESIDENT, ADVERTISING AGE
• REJECTING 75-85% OF ONLINE IMPRESSIONS
“FRAUDULENT, UNSAFE, UNVIEWABLE OR UNKNOWN”
KRAFT
DEATH BY SOCIAL MEDIA
• 3.5 MILLION LIKES5% DECLINE IN MARKET SHARE
PEPSI REFRESH PROJECT
“SOCIAL MEDIA FAIL TO LIVE UP TO EARLY MARKETING HYPE”
THE WALL STREET JOURNAL
“TWEETS AND LIKES DON’T TRANSLATE INTO BUYS”
SAN FRANCISCO CHRONICLE
“FACEBOOK BRAND ENGAGEMENT PLUMMETS, STUDY SHOWS”
CNBC
“EMAIL REMAINS A MORE EFFECTIVE WAY TO ACQUIRE CUSTOMERS THAN SOCIAL MEDIA - NEARLY 40 TIMES THAT OF FACEBOOK AND TWITTER COMBINED ”
MCKINSEY & COMPANY
“…(FACEBOOK) WAS TELLING BRANDS TO INCREASE THE NUMBER OF PEOPLE FOLLOWING THEIR PAGES. NOW IT SAYS FANS ARE LARGELY IRRELEVANT”
THE NEW YORK TIMES
DEATH BY SOCIAL MEDIA
THE THING THAT WILL CHANGE EVERYTHING
Series10
25
50
75
100
6%
94%
eCommerce Brick&Mortar
US DEPT OF COMMERCE
= 0+
DUKE UNIVERSITY
MOBILE COMMERCE
IMMOBILE COMMERCE
Series10
25
50
75
100
125
IMMOBILE COMMERCE
1%
99%
US DEPT OF COMMERCE
“I wish I’d been brave enough to be this rude,’ Prof. Byron Sharp, author How Brands Grow.
Author of The Ad Contrarian and101 Contrarian Ideas About Advertising