“Welcome to the Advertising Awesomeness” presents a range of helpful tools and principles to market products and services in the era of now. Mike Brandt refers to savvy academic and practical marketing thought leaders, such as Peter Drucker, Theodore Levitt and Simon Sinek. The author rises key questions: What business are we really in? And explains the point with good examples. Think of Nike as “a great experience doing sport business”.
At the same time, the frameworks lack novelty to current digital practice, e.g. Customer Journeys, User Interviews and Behavioral Observations, Data Analysis or Prototyping and Testing. As such, some more details regarding the application would have been beneficial to those, who do not already know.
Advertising Awesomeness lives from carefully curated cases and examples of highly successful companies (amazon, spotify, zappos). However, the reading lacks to bridge the old ways of thinking to the new ways of creating value and offering useful soultions.
Neither products nor brand-building communications based on customer insights intending to change perceptions (awareness, attitude, emotions) are dead. Especially, the provision of lifestyle in the age of self-stylization. And you may look at Nike, again. It’s just not ending there anymore!
Yes, it is about customer needs. Yes, it it about adding value to improve people’s lifes. But it always has been! However, high market saturation and competitiveness put brands back to the game of searching for new opportunities to create competitive advantages. And here digital apps, services, market places and solutions come in to add additional value. Or create completely new businesses.
Finally, Advertising Awesomeness is definitely a good reading, while falling a little short in recognizing the contribution of traditional branding.