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Marketing’s three options- a) entertain b) provide utility c) die

September 12, 2007

We are rapidly moving into a landscape where there will only be two models of marketing communication.

1.    An entertainment based model where marketers work hard to breakthrough the clutter. The goal is to raise awareness and to get people to like you.

2.    A utility based model– the brand provides something useful, good and meaningful to its consumers and perhaps the world beyond. Instead of just running regular ads, they are big idea platforms that inspire, encourage engagement and give something back.

If you don’t do either of these, you will die.

The “shouting” benefits model of marketing communication is about to become as extinct as a dodo.

So the challenge for brands that operate is to understand how they get to entertainment and/or utility.

The secret is the same as it has always been.

It’s all about having a disciplined strategic process that allows you to uncover the big idea.

Something that allows you to stand for something that’s way bigger than yourself or your category.

Once you have it, the opportunities become boundless.

It’s a place that comes from a brand truth, but expands way beyond that.

It can be like over the top entertaining emotional “Joy” of Cadbury’s chocolate or Omo’s philosophical belief that “Dirt is Good”.

Think only about small functional benefits and you will die.

It’s time to think big.

What are you about?

What do you believe in?

Posted by Ed Cotton

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