Andy on Twitter

  • RH: respect the opportunity you have @Cannes_Lions,
  • Kraft: Stay humble. Work hard. What happened yesterday has no relevance to today or next week. Don't wait for chance. @Cannes_Lions,
  • RH: companies matter in terms of getting stories out to people. @Cannes_Lions,
  • RH points to Trad media co's entering OTT ... @Cannes_Lions,
  • Kraft: nothing bad happens that doesn't have some good associated with it @Cannes_Lions,
  • Kraft: Eventually will be a NFL team in London @Cannes_Lions,
  • Kraft: The future is OTT - which means goodbye TV as we know it. Mobile + streaming + integration with games = winner @Cannes_Lions,
  • Kraft is concerned middle class not doing as well as they should. So right @Cannes_Lions,
  • The hard thing and the right thing are the same thing. Kraft @Cannes_Lions,
  • Practice patience. Never make a change unless you have something better. Kraft @Cannes_Lions,
  • Great orgs are built on inspired talent that is difficult to manage, sometimes large in confidence and ego, strong: Kraft at @Cannes_Lions,
  • The best tend to be the most creative - and tend to be the most difficult. As a leader you must learn to live with that. Kraft @Cannes_Lions,
  • Cannes debate underway.,
  • Thanks for a great session and for the beautiful and inspiring work. @Cannes_Lions,
  • Profit of 8 pounds for every 1 spent - rallies employees in critical trading period - emotion pays @johnlewisretail,
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The Unmarketing

One characteristic of the new socialverse we have entered is unmarketing. Emphasizing pragmatic and authentic communications over tightly engineered and polished. Unmarketing tends to favor raw expertise over filtered ideas. Unmarketing favors content over commercial messages. Unmarketing is audience specific rather than audience generic.

Here’s a great comment in reaction to a recent Dell video that gets at this:

On another note, I think videos like this are a very effective way to help potential customers internalize what a product really is in a way that is simply not possible from reading a website or product brochure. If you’re selling HPC hardware  you owe it to yourself to lay out a couple hundred bucks for a cheap video camera, grab a systems engineer, and start shooting short video tours.

But don’t tell marketing: over producing something like this with scripts and professional on-camera talent is a guaranteed way to make sure that people will point and laugh at your lameness.

2 Responses

  1. By Bob B on April 12th, 2010 at 9:05 am

    So true! Solid point Andy.

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