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Advertising in Crises: Content
Its all about content - In this last part of Advertising in Crises, Enon Landenberg speaks of his unique advertising style and its many implications. He consumes the brands he promotes and communicates his preferences to his many followers and readers on Twitter and his blog along with his day-to-day personal information. While he associates himself with these specific brands he may become part of whatever these brands are associated with for good or for bad. Crictor's Yael Vaya asks Landenberg about the limitations of this style.
Going back to the most ancient way of passing information between humans, The Box Like Landenberg tell stories. However they do not associate themselves with the brands they promote and create advertising campaigns that in some cases do not require buying media*.
Although the differences in style are clear they all agree on the need to tell a worthwhile story, mix media's (offline and online) and the need to constantly interact with users and potential users.
It maybe that not that much has changed after all. Advertisers have been telling stories about brands for some years now. However if in the past brands hired the advertising agency to do the job today the brand itself is an instrumental part of the process. The degree of authenticy, transparency and the brands ability to create an on-going conversation with its users and future users is becoimg vital. With the many communication tools available and with the many new tools that will be available in the future these new advertising/marketing practices are gaining great pace.
*buy media = buying commercial time slots on TV or Radio or space for advertsing in news papers.
