You Brand

Incredible as always with fascinating facts about Internet, media, mobile and more . Mobile will be the world’s primary connection tool to the Internet in 2020 bringing us convergence. Already today Nokia manufactures 13 cell phones every second. The computer in the cell phone today is a million times cheaper, a thousand times more powerful and about a hundred thousand times smaller than the one computer at MIT in 1965.

Watch the new video:

Did You Know Version 4http://www.youtube.com/watch?v=6ILQrUrEWe8

….is not necessarily the Internet. Great article in the Atlantic written by B.C. Greenwald, J.A. Knee and A. Seave. In ‘The Moguls’ New Clothes’ they explain the real problems entrenched in 4 provocative myths:

1. Growth is good
2. The gospel of going global
3. Content is king
4. Cult of convergence

Here’s the link to the article:

http://www.theatlantic.com/doc/200910/moguls

More and more people don’t trust advertising. A recent GfK survey carried out in Spring 2009 in Europe and the US found that only 28% trust advertising managers, only politicians were found to be less trustworthy. As Howard Schultz aptly analyzed:In the 1960s, if you introduced a new product to America, 90% of the people who viewed it for the first time believed in the corporate promise. 40 years less than 10% of the public believed it was true.Is advertising dying, because people think it’s lying?

In the world before the Internet, one way media dominated. In this world, brands used advertising to address and influence target consumers ‘efficiently’ – ‘reach’ became the magic word and with it CPM (cost per thousand views of the ad) became the benchmark to calculate the relative cost of the campaign. A dialogue with the consumer was not on the agenda!

Since the 60ies, one way media channels exploded and they effectively developed two revenue models:They sold content to their audience and they ‘sold’ their audience to the advertising industry. Hence the amount of advertising exploded as well. The following 2 examples illustrate this point perfectly:

In 1965 it was possible to ‘reach’ 80% of the 18-49 year age group with 3 60-second Television commercials. In 2002 a brand needed 112 Television commercials to reach the same target.

In 2006 the average US consumer was exposed to approximately 5.000 advertising messages per day. Assuming a 16-hour day, that means 1 ad every 11,6 seconds

It is not surprising that consumers are increasingly annoyed with the omnipresent, impersonal brand monologue in one way media accompanied by an increasing loss of trust and a decline in quality caused by rapidly increasing demand.

Is advertising doomed to die? I personally don’t think so and will share my views in the upcoming posts.

What do you think?

Das US-Magazin Fast Company wählt Team Obama zum innovativsten Unternehmen des Jahres, der Vorjahresgewinner Google landet auf Platz 2. Der Wahlkampf des neuen US-Präsidenten ist das beste Beispiel für das Potenzial und die Effizienz des Mediums Internet und dieser ‘Mitmachwahlkampf’ führte bekanntlich zum Erfolg.

Mehr dazu hier:

http://www.fastcompany.com/fast50_09

Deutschland auf Platz 4 nach China, USA und Japan:

http://www.comscore.com/press/release.asp?press=2696

Überraschende Fakten intelligent interpretiert – lohnt sich und regt zum Nachdenken an!