'Rethinking' advertising, now it's time for action

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Let's face it, I am one of the few who did not attend the workshop 'Rethink the basis of communication' organized a few days ago by the Catalan Advertising Business Association. I understand that the prices (850 euros!) effectively function as an insurmountable entry barrier for free professionals (beyond the invitations, which I know there have been). In any case, and due to the noise that has been created, the event well deserves a post on "the bases of current and future communication." The starting point for José Guerrero, president of the association, has been to discover "new business philosophies." Examples? The well-known Funky Bussinees or the trend towards Brand Sense (Martin Lindstrom through). José Guerrero also closed by announcing a new edition for 2008. It is possible that the reflection time was sufficient (two full days). Especially because the diagnosis collected from Rethink has not provided more content than what emerges from an international team. The key is to implement and test those ideas in reality to see which ones work, how they work, and to what degree they do so.

Next year we will meet again (I hope to have an invitation) and we will see if the reflection has borne fruit... brand strategy One of the main 'trends discovered' in Rethink has been to consider that the consumer is not as stupid as some of those 30-second television pieces seem to denote. The consumer aspires to new ways of doing things, is much more selective and is a protagonist in the creation of content. The recognition by Time Industry Email List and Advertising Age of creative users-consumers is an example and certifies a fact worth taking note of. Implementing these solutions may require modifying some of the structures that are taken for granted in the sector. More information in PR Noticias,  here  and  here . One of the m lacks modesty (he defines himself as a 'Brand Futurist', although I don't really know what that means), but his proposal is interesting: «Everything should be subject to being marked because this is the way to link with your audience.



Similar words come from Charlie Crow (Managing Director Square Publishing): "The world doesn't want another ad." And this phrase is enough for reflection; now high if we are able to go further and enter the field of facts. SEDUCE. Alfons Cornella (Founding Partner of Zero Factory SL): He assured that the key is "to seduce through lighting, design, creativity, emotion...", especially when the rotation of products is increasingly faster. Along these lines, Simon McCrudden (Senior strategic planners at W&K London) states based on The Power of Dreams campaign that campaigns should not be summed up in a sentence: "It's not what you say, but how you say it." A day later, Simon Thompson followed this path and proposed seducing the consumer through emotions. Will Collin and Paul Beelen (gurus among gurus). Collin (Partner at Naked Communications) promoted his campaign idea, based on viral behavior that makes the public themselves spread it.