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Seth Gaffney February 18, 2009 Advertising + Brands + ESPN 4-eva
 
Super Bowl,  anyone?
Wieden + Kennedy ,[object Object]
What are we going to talk about today? ,[object Object],[object Object],[object Object]
Part 1 Why most advertising sucks
A list of reasons your advertising isn’t up to snuff. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RIGHT QUESTION
“ People read what interests them and sometimes it’s an ad.” Howard Gossage, The Socrates of San Fran PEOPLE
“ The consumer isn’t a moron; she’s your wife.” David Ogilvy, The Father of Advertising
“ At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him.” Bill Bernbach, Founder DDB IDEAS & INSIGHTS
MESSAGE
ENGAGE
 
UGC
CONTEXT
 
A list of reasons your advertising isn’t up to snuff. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Advertising is a tax companies pay for being unremarkable.” Robert Stephens, CEO Geek Squad
Part 2 What it takes to build  a great brand
 
The advertising process isn’t so different from brand-building.  ,[object Object],[object Object],[object Object],[object Object],[object Object]
The way you articulate your objectives impacts the output.
Making great advertising is never the end goal.
So, what is a brand? ,[object Object],[object Object]
“ I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
A strong brand serves as a bond with, or promise to, people. ,[object Object],[object Object]
“ Brand equity is the number of people who will buy the brand with the least thinking.” Erik Du Plessis,  The Advertised Mind
How do you start to lay the foundation for a strong brand? Company Community Competition
Lay’s
 
You also should get comfortable with three more C’s. Control (Lack of it) Change (Speed of it) Complexity (Growth of it)
“ Customers build an image of a brand as birds build nests. From the scraps and straws they chance upon.” Jeremy Bullmore, Former Chairman JWT
The most important thing you can do is define the following: ,[object Object],[object Object],[object Object]
“ Create advocates, not consumers.” ,[object Object],“ We can inspire a happy, healthy home by combining style and substance.” “ Own a share of culture vs. a share of voice.” “ Brand from the inside out.” “ We are people against dirty.” BELIEFS
“ To organize the world’s information and make it universally accessible and useful.” ROLE
“ Nike didn’t discover the power of advertising. Nike discovered the power of its own voice, and it, for the most part, has continued to ring true...The biggest advantage you have in this business is your own voice, your own way of looking at things, thinking about things. That is where your power lies   ,[object Object],VOICE
Part 3 How we’ve helped to  define the ESPN brand  and develop its advertising
What is the ESPN brand? ,[object Object],The world’s biggest sports fan
 
What is our voice? ,[object Object]
In many ways, the “This is SportsCenter” campaign has helped us hone the ESPN voice.
Case 1: Monday Night Football ,[object Object],[object Object],[object Object]
 
Case 2: NBA ,[object Object],[object Object],[object Object]
 
Case 3: World Cup 2006 ,[object Object],[object Object],[object Object]
 
Case 4: SportsCenter Live ,[object Object],[object Object],[object Object]
 
Case 5: Brand Campaign ,[object Object],[object Object],[object Object]
 
Thank You
Get in touch ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Props ,[object Object],&

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GBS: Ads, Brands, and ESPN

  • 1. Seth Gaffney February 18, 2009 Advertising + Brands + ESPN 4-eva
  • 2.  
  • 3. Super Bowl, anyone?
  • 4.
  • 5.
  • 6. Part 1 Why most advertising sucks
  • 7.
  • 9. “ People read what interests them and sometimes it’s an ad.” Howard Gossage, The Socrates of San Fran PEOPLE
  • 10. “ The consumer isn’t a moron; she’s your wife.” David Ogilvy, The Father of Advertising
  • 11. “ At the heart of an effective creative philosophy is the belief that nothing is so powerful as an insight into human nature, what compulsions drive a man, what instincts dominate his actions, even though his language so often camouflages what really motivates him.” Bill Bernbach, Founder DDB IDEAS & INSIGHTS
  • 14.  
  • 15. UGC
  • 17.  
  • 18.
  • 19. “ Advertising is a tax companies pay for being unremarkable.” Robert Stephens, CEO Geek Squad
  • 20. Part 2 What it takes to build a great brand
  • 21.  
  • 22.
  • 23. The way you articulate your objectives impacts the output.
  • 24. Making great advertising is never the end goal.
  • 25.
  • 26. “ I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
  • 27.
  • 28. “ Brand equity is the number of people who will buy the brand with the least thinking.” Erik Du Plessis, The Advertised Mind
  • 29. How do you start to lay the foundation for a strong brand? Company Community Competition
  • 31.  
  • 32. You also should get comfortable with three more C’s. Control (Lack of it) Change (Speed of it) Complexity (Growth of it)
  • 33. “ Customers build an image of a brand as birds build nests. From the scraps and straws they chance upon.” Jeremy Bullmore, Former Chairman JWT
  • 34.
  • 35.
  • 36. “ To organize the world’s information and make it universally accessible and useful.” ROLE
  • 37.
  • 38. Part 3 How we’ve helped to define the ESPN brand and develop its advertising
  • 39.
  • 40.  
  • 41.
  • 42. In many ways, the “This is SportsCenter” campaign has helped us hone the ESPN voice.
  • 43.
  • 44.  
  • 45.
  • 46.  
  • 47.
  • 48.  
  • 49.
  • 50.  
  • 51.
  • 52.  
  • 54.
  • 55.

Notas del editor

  1. Thank you Professor Ansari. Thanks for having me. I’m excited to talk to you about what it is I do for a living.