Here are some tips that might liven up the conference and set us all on a clearer path:
Stop talking about brand purpose as if it’s a new idea: Remember that every successful company was founded to make something better, and that impetus is the DNA of any brand purpose. Think of purpose as a natural extension of your core business, the societal benefit of your success.
Never forget that your brand is an experience: Marketers obsess about their latest campaign but forget that consumers build affinity for a brand based on an overall experience, only part of which is advertising. The retail experience, the website, the form factor of physical products, the customer service, every brand expression and step along the journey elicits a visceral reaction more powerful than the fleeting impression of an ad.
Remember that nobody really cares about your ads: No consumer is going to wake up tomorrow and ask for another unsolicited email or beg to get programmatically pursued across the internet. Marketers need to realize they are in the entertainment business, because the easiest thing in the world to avoid today is advertising. The commercials you produce must be as engaging as the TV shows they interrupt, and the content you create will be ignored unless it’s more entertaining than the playlist, game, social feed or friend request on a given consumer’s phone.
Marketing can never be mastered: The point here is simply that marketing is always changing because the marketplace is evolving, new media platforms are emerging, and keeping pace with culture is like riding a skateboard blindfolded. The minute you think you’ve mastered marketing, you’re lost. So stay humble and curious, and never believe for an instant that you’ve got all the answers.