30 years in 30 minutes:Looking back so you can look forward to a great career.

David Murphy Founder & Serial Thought Provoker wikibranding

2043"

Advertising sits at the intersection of business, pop culture, entertainment, anthropology, psychology, technology, societal trends and just about everything."

Mad MenThe perception of a career in advertising:!

Mad MenMad Women

Mad Geeks Mad Dreamers

Mad Wonks Mad Innovators

Mad Analysts Mad Anthropologists Mad Brand Managers

Mad Writers Mad Designers

Mad Film Producers Mad Project Managers Mad Media Strategists Mad Brand Strategists

Mad Art Buyers Mad Print Producers

Mad User Experience Designers"

The reality:!

Marketing’s new normal.!

Why go into advertising?!

How to get the interview?!

What does it take to succeed?!

Pursue a profession."Not a job.

My teachers through the years.

Marketing’s new normal breaks with the past.

Communications today are consumed differently.

The way in which we build brands must evolve as well.

Marketing’s new normal liberates us from antiquated vocabulary.

In rejects labels such as “traditional vs. non traditional marketing.”

There is only traditional thinking.

(And this is punishable by irrelevance.)

It views labels such as “new media” as old ideas.

If you want to make anyone under 40 laugh, refer to the web as “new media.”

Ditto for mobile.

It refuses to allow “online and offline” to live in silos.

In an era of QR codes and second screen viewing, is anything really offline?

It doesn’t use “brand advertising” to mean TV and print.

The internet is the most powerful brand building tool ever. Storytelling. Experiences. Sight, sound, motion. Peer endorsement.

It fully recognizes the strategic value of TV, print and outdoor.

Good luck reaching B2B execs with a viral video, or my mom through Twitter. Let me know how efficient your street teams are in reaching millions of guys relative to a spot on an NFL game.   

The new normal embraces media as a source of creativity.

How and where a brand shows up can be as important as what it says.

It relishes metrics, both hard and soft.

Ignore store traffic and nobody will care about the awareness gain. 

Click-through rates at the expense of emotional relevance and differentiation will not matter as the brand degrades to commodity status. 

True marketing professionals balance these seemingly conflicting goals.

One thing will never change: We must build strong brands.

Products become brands by creating empathetic relationships with customers.

Brands become enduring, profitable assets when they deliver relevant differentiation.

Relevance = volume

Differentiation = margin

What’s true in life is true in marketing.

The way in which we form personal relationships mirrors how we form brand relationships.

We tend to have our deepest and most lasting relationships with people who share our values; our beliefs; our sense of humor; our sense of style.

Brand empathy occurs when customers project themselves onto the brand. Define a brand's source of empathy and you'll find its essential truth.  

Developed before hyper-competition. Ignores the

wonderfully irrational nature of human beings, aka consumers.

Developed in a mass media age. Ignores the nonlinear nature of media

consumption.

Empathic branding is modeled on the way in which people form personal relationships – empathy, experiences, endorsement and energy.

The 4Ps AIDA

The “4Es”

Empathy

Endorsement

Energy

Experiences

Experiences form beliefs Unique interactions

Media context Brand associations

Momentum conveys leadership Events New services Alliances and content Media channels

Empathic Marketing

Empathy drives personal relevance Shared point of view Shared values Engage via passion points

Empathy! Experiences  

Energy!

Perceptions Behaviors

Peer review deepens commitment Social media

WOM PR

Endorsement  

Empathic branding is about persuasion.

We are not in the advertising business.

We’re in the persuasion business.

Empathic branding helps marketers develop more persuasive campaigns through a more customer-centered framework.

Why choose a career in advertising?"

To go through every day and find inspiration from everything you see–never stop learning."

Go online at home – see Ciroc pre-roll video.

Visit Facebook – see Target promotion.

Attend presentation on a new cocktail app

See trend research on Millennial Men.

Watch Modern Family – get product placement idea.

Read article in Maxim on new cocktail trends.

Go out to bar with friends – observe what people order.

Read Wired article on the effectiveness of mobile gaming.

Visit Pinterest – Notice boards on new styles.

Read blog post about vodka taste tests.

24/7 inspiration"If you worked on SKYY Vodka

To help corporations understand why they exist in the customer’s world–their true north."

To be in a profession that values the Millennial Generation and needs your talents."

we > me

Digital we > me

Mul

ticul

tura

l

Digital we > me

Be heard M

ultic

ultu

ral

Digital we > me

Make a difference Be heard

Mul

ticul

tura

l

Digital we > me

Self expression

Make a difference Be heard

Mul

ticul

tura

l

Digital we > me

To know you can succeed through creativity, courage and leadership– disrespecting the status quo."

How to get the interview."

This removes the pressure that you’re expecting a job – more likely to get the appointment.!

This flatters the person you’re contacting – you’re soliciting their counsel.!

Ask for an “informational interview.”"

Aspiring creatives – convey a unique style of writing or design…don’t imitate.!

Aspiring media planners – have a point of view on media convergence – e.g., second screen viewing.!

Aspiring account managers – show that you’re following macro business trends.!

Aspiring strategic planners – have a point of view on a specific cultural trend.!

Have a point of difference."

Know one or two famous case studies.!

Cite current campaigns you admire.!

Show that you’ve read a book or two on brand marketing, consumer psychology, anthropology, etc.!

Know more about brands than anyone."

Connect your hobbies and passions to my client list.!

Show you can help us better understand social media from a heavy user standpoint.!

Tell me how that summer job in a grocery store helped you observe how people shop.!

Tell me how our agency’s mission connects deeply with your values.!

Help me imagine how you’ll add value. "

Write a blog about something you’re passionate about – show that you have a point of view.!

Open a second twitter account that deals only with advertising and marketing issues.!

Have a Pinterest board that posts designs, ads, websites, etc that you admire.!

Show me that you’re already plugged in."

Write well. Be interesting. Be brief.!

Design well. Show that you appreciate aesthetics.!

Speak well. Be confident. Make eye contact. (Remember that I need you more than you need me.)!

Demonstrate how your English literature, psychology, anthropology and art history classes have prepared you.!

Show that you belong in communications."

Know something about my agency.!

Know something about me – maybe something we have in common.!

Know something about one or two of our clients.!

Show that you do your homework."

How to succeed in this business."

Understand brand equity. How to define it. How to build it."

1."

This is a product."

This is brand equity."

Progressive individuals who embrace smart solutions."

Be a commercial anthropologist. Study the intersection between people, culture and brands."

2."

Use both sides of your brain."Creativity comes from informed intuition. "

3."

Always have a point of view. Have the courage to say what you think."

4."

Get smarter every day."It takes a lot of hard work to get lucky."

5."

linkedin.com/wikimurph

@wikibranding

WikiBrandingIdeas.com wikibranding

Keep the conversation going.

Thank you. See you in 2043."