2. The
evolution
of
marketing
in
five
easy
steps.
>>
Once
upon
a
time,
the
world
was
big,
really
big.
Explorers
spent
their
entire
lives
getting
from
there
to
here.
Then
came
the
telegraph,
radio,
TV,
the
Internet,
mobile
smartphones...
and
coming
your
way:
the
injectable
Internet
via
implanted
chips,
not
to
mention
airborne
BreatheNet.
What
to
do,
dear
marketer,
what
to
do?
Let’s
go
backward
to
go
forward...
2
3. 1.
You
owned
your
brand.
>>
Ah,
the
good
old
days.
Your
job
was
to
push
TV,
radio
and
print
ads
at
unsuspecting
people.
Selling
was
based
on
USPs—Unique
Selling
Propositions,
golden
nuggets
of
competitive
product
difference
guaranteed
to
penetrate
the
dormant
brain
cells
of
the
target
audience
and
incite
them
to
rush
out
and
make
a
purchase.
‘Brand-‐building’
was
all
the
rage.
Life,
my
friend,
was
peachy.
Sales
targets
were
easily
attainable.
Let’s
give
the
CMO
a
big
fat
raise.
3
4. 2.
Then
came
Social
Media.
>>
It
gives
people
the
power
to
connect
with
each
other
while
you’re
soundly
sleeping—after
all,
you
got
that
big
fat
raise.
Ungratefully,
they
used
that
power
to
trade
stories
about
your
brand,
not
all
of
them
favourable.
With
the
rise
of
social
media
like
Facebook,
Twitter,
Yelp
and
rather
more
specific
vehicles
like
Why
I
$#@!!%
Hate
[insert
your
brand
here],
complete
with
a
YouTube
video
that’s
been
viewed
487,000
times.
Geez.
4
5. 3.
Your
customer
owns
‘your’
brand.
>>
These
days,
marketers
are
spending
more
time
and
money
trying
to
‘touch’
people
via
social
media,
meaning
they
have
less
money
to
invest
in
the
generation
of
big
ideas.
As
follower
lists
grow,
ideas
are
getting
smaller.
Marshall
McLuhan
was
right.
The
medium
is
the
message.
Gotta
get
something
—
anything
—
up
on
that
Facebook
wall,
pronto,
where
somebody
might
‘like’
it.
Placement
beats
con-‐
tent.
But
never
forget
that
brand
love
beats
brand
‘like’.
Tip?
Go
for
the
deeper
emotion,
pal.
5
6. 4.
What’s
next?
>>
You
can’t
own
your
brand
any
more.
But
you
can
still
win—and
keep
your
job—by
investing
more
resources
in
big
ideas.
The
kind
that
amuse,
engage,
inform,
persuade
and
yes,
add
value
to
the
brand,
even
though
you
don’t
own
it.
Because
people
are
still
people.
You
know,
they
don’t
actually
live
inside
that
little
house
in
your
browser
that
represents
‘Home’.
They
still
exist
offline.
They
breathe
and
laugh
and
cry
and
dream
and
hope
and
buy.
They
sit
around
in
a
real
place
with
a
roof
and
four
walls
and
a
leaky
faucet,
and
yup,
they
do
still
watch
TV.
So
think
harder
about
how
to
reach
‘em
where
they
live,
not
just
where
they
virtually
hang
out.
6
7. 5.
Your
customer
is
your
brand.
>>
Whoa,
this
is
a
pretty
heavy
concept.
Only
forward-‐thinking
marketers
get
it.
But
think
about
it.
You
don’t
own
your
brand,
your
customer
does.
A
brand
is
an
ephemeral
thing.
It
resides
in
the
neurons
of
everybody
who
has
ever
used
your
product
or
service,
or
heard
an
opinion
from
anyone
who
has.
When
they
go
online
to
tweet,
or
get
up
and
go
into
the
kitchen
to
make
a
sandwich,
they
carry
‘your’
brand
with
them.
It’s
inside
their
heads.
Your
brand
is
mobile.
It
walks
and
talks.
Your
job
is
to
tell
all
of
those
people
your
brand
story
so
they
can
tell
others.
The
key
word
here
is
‘tell’.
Don’t
sell.
They
can
see
right
through
that
old
trick.
Respect,
honor
and
elevate
your
customers.
Remember,
they
are
the
brand.
Tell
unexpected
and
engaging
stories
that
create
new
customer
connections
and
illuminate
old
ones.
7
8. How
are
you
going
to
push
your
story
out
there?
Better
yet,
how
are
you
going
to
put
it
conveniently
on
your
customer’s
doorstep,
quietly
enough
not
to
disturb
them,
then
get
out
of
the
way
and
let
them
pull
it
into
their
lives?
>>
Getting
your
story
into
your
customer’s
head
must
be
about
piggybacking
on
the
right
distribution
channel,
right?
Let’s
see.
Today,
social
media
is
sexy.
But
someday,
sooner
than
later,
it
will
not
be.
>>
Radio
used
to
be
sexy,
if
you
can
believe
that.
Families
got
dressed
in
their
finest
clothes
and
sat
primly
beside
a
large
piece
of
wooden
furniture
that
weighed
a
couple
of
hundred
pounds
called
a
radio,
giving
it
their
full
attention.
>>
They
were
interested
in
the
content,
sure.
But
they
were
enthralled
by
the
media
itself.
Radio
was
magic.
That
sense
of
wonder
faded.
8
9. Social
media
is
media.
It’s
a
channel.
Without
content,
a
channel
is
an
empty
tube.
It’s
a
water
pipe
without
the
water.
It’s
an
empty
conduit,
full
of
echoes.
>>
Without
content,
channels
are
carriers
with
nothing
to
carry,
vacant
pathways,
abandoned
tunnels,
bloodless
arteries.
Channels
need
content.
9
10. The
content
in
channels
is
often
not
an
idea.
There’s
no
reason
it
should
be.
>>
Content
fulfills
its
purpose
as
long
as
it
occupies
space
in
the
channel.
It’s
perfectly
fine
if
content
is
merely
a
data
stream,
a
burst,
a
blip,
a
shout.
The
channel
swells
with
pride.
It
feels
full.
>>
Content
can
be
pictures,
messages,
words,
video,
pings,
hiccups.
Sometimes
these
things
convey
an
idea.
Sometimes
they
don’t.
Channels
do
not
need
ideas.
10
11. Ideas
need
channels.
>>
Without
a
channel,
the
idea
remains
in
one
place,
glued
to
the
floor.
You
might
come
across
it,
as
you
would
stumble
over
a
toadstool
in
a
dark
forest.
But
you
probably
wouldn’t.
But
an
idea
doesn’t
care
what
kind
of
channel
it
is
in.
>>
It
will
try
very
hard
to
move
along
in
the
channel.
Ideas
like
to
move.
They
will
happily
travel
inside
a
whisper,
a
bullet,
a
kiss,
a
hug,
a
punch,
a
teardrop.
They
will
work
hard
to
get
where
they
are
going.
They
want
to
get
inside
as
many
heads
as
possible,
as
fast
as
possible.
11
12. Ideas
don’t
know
it,
but
they
do
not
share
equal
ability
to
penetrate
heads.
>>
Some
ideas
are
so
foolish
they
bounce
right
off.
Other
ideas
are
so
foolish,
they
find
a
welcome
mat
waiting
for
them
and
so
they
go
right
in
and
make
themselves
at
home.
Lesson?
People
do
not
care
if
ideas
are
foolish.
12
13. Ideas
like
to
propagate.
They
don’t
want
to
occupy
just
one
head.
They
want
to
occupy
them
all.
>>
This
is
why
media
are
important.
Media
allow
ideas
to
enter
many
heads
at
the
same
time,
as
with
a
television
broadcast.
13
14. Media
also
allow
ideas
to
enter
many
heads
one
after
the
other
in
a
cascade
called
‘viral’.
>>
The
effect
of
viral
is
no
greater
than
the
effect
of
broadcast.
The
end
result
is
the
same:
an
idea
moves
from
one
place
to
many.
The
only
variant
is
how
long
it
takes
to
happen.
Broadcast
is
faster,
which
sometimes
is
better,
but
only
when
speed
of
transmission
matters.
14
15. So
even
though
social
media
is
sexier
than
television
or
radio
right
now,
it
is
no
better.
It
is
just
a
different
channel.
>>
What
really
matters
is
the
content
being
transmitted
in
the
channel.
It
matters
most
when
that
content
is
an
idea.
>>
Let’s
summarize.
Ideas
need
channels.
Social
media
is
the
channel
du
jour.
Traditional
media
like
TV
still
matter
because
they
give
ideas
the
ability
to
enter
many
heads
at
the
same
time.
15
16. Channels
need
content.
Content
does
not
have
to
be
an
idea.
But
when
it
is,
it
moves
faster
and
gets
inside
more
heads.
>>
Anyone
who
is
capable
of
coming
up
with
ideas
is
king.
Generating
ideas
is
a
tremendously
important
talent.
It
is
so
important
that
it
makes
money
move.
Money
moves
toward
people
who
can
create
ideas.
16
17. This
part
is
so
important,
we’ll
say
it
again:
Ideas
make
money
move.
Channels
cannot
do
that.
>>
Money
moves
toward
products
and
services
that
have
ideas
attached
to
them.
That
is
why
advertising
exists.
>>
Advertising
is
not
about
channels.
Marketing
isn’t
about
channels.
They’re
about
ideas.
More
specifically,
marketing
is
about
attaching
ideas
to
products
and
services
that
are
powerful
enough
to
make
money
move.
17
18. If
you
are
a
seller
of
products
or
services,
you
need
to
attach
powerful
ideas
to
whatever
you’re
selling.
>>
It
is
not
enough
to
engage
suppliers
who
bill
themselves
as
‘social
media
experts’.
Social
media
is
just
a
channel.
>>
You
need
people
who
are
imaginative
enough
to
generate
ideas
capable
of
moving
through
any
channel,
getting
inside
heads,
attaching
themselves
to
money,
and
pulling
that
money
back
to
you.
18
19. Powerful
ideas
‘pull’
more
money.
They
also
pull
it
faster.
Some
ideas
pull
money
forever.
>>
What
makes
an
idea
powerful?
It
needs
to
be
unexpected.
It
also
needs
to
be
relevant
to
its
receiver.
>>
An
unexpected
idea
that
is
not
relevant
is
capable
of
attracting
attention,
but
will
not
be
able
to
pull
money
over
time,
if
at
all.
>>
A
relevant
idea
that
is
not
unexpected
will
be
unable
to
compete
with
all
of
the
other
ideas
rushing
through
the
channel
like
water
through
a
firehose.
19
20. If
you
want
to
sell
more
stuff
to
more
people
more
often,
you
need
to
create
a
tornado
inside
your
customer’s
head.
>>
The
best
way
to
do
that
is
with
unexpected,
relevant
ideas.
>>
You
need
to
really
burrow
in
there
and
tickle
those
neurons.
Because
in
this
age
of
instantaneous
zipping
and
zapping,
opinions
flying
hither
and
yon
on
blogs
that
flog,
and
walls
that
bring
people
together
instead
of
keeping
them
apart,
you
don’t
own
your
brand.
Your
customers
do.
They’re
just
letting
you
borrow
it.
20
