Themed around "powerful brand voices" this talk took in why taking a systems view is important, and how developing capability is as important as strong customer communications.
5. Copyright Brilliant Noise 2019
“The best way to stay on top of it
is to understand the principles that
will endure even as so much gets
disrupted”
Eric Schmidt. former CEO of Google
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Advertising* is a
corrupted,
spiralling system
for brand voice.
* Actually, advertising centric or paid media centred systems. But that doesn’t look as snappy as a slide title.
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The days of advertising
as we know it are
numbered. We need to
start thinking about a
world with no ads.
Marc Pritchard, P&G
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The Brexit party is
outspending every other party
in the European Elections in
the UK in social media ads.
Former PM Gordon Brown:
“Nigel Farage presents
himself as a man of the
people…”
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“…in this massive, global,
online experiment that we
are all living through, we
in Britain are the
canary. We are what
happens to a western
democracy when a
hundred years of
electoral laws are
disrupted by technology.”
Carole Cadwalladr, Guardian reporter in her recent TED talk
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Making your brand
voice powerful isn’t
about channels. It’s
about systems.
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I have zero trust in my
media agency.
Global brand procurement
Global brand group representative
It’s game of cat and mouse.
Everyone knows it’s broken.
I don’t know how this ends.
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It doesn’t matter how many people
hate your brand as long as enough
people love it.
Phil Knight, Founder of Nike
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It doesn’t matter how many people
hate your brand as long as enough
people love it.
And as long as you have that attitude,
you can’t be afraid of offending
people. You can’t try and go down the
middle of the road. You have to take a
stand on something, which is
ultimately why I think the Kaepernick
ad worked.
Phil Knight, Founder of Nike
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What would make
marketing better? Really
raising the game on
diversity, inclusion,
progressive gender
portrayals. Without doing
that we are missing so
many voices that can
make a difference to our
industry.
Syl Saller, Diageo
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The future of
marketing isn’t
advertising. It’s
corporate culture.
Claudia Willvonseder, VP Ikea Switzerland
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How we get things done
here.
How people behave when
the boss has left the room.
The worst behaviours that
are tolerated in an
organisation.
My top three
definitions
of culture
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5 things Fujifilm did well
1.Recognise the threat
2.Clear strategy backed by immediate action
3.Mindset shift
4.Culture change and re-spilling
5.Customer first marketing