For one thing

Agencies usually bring two films.

Agency: I got this 60 second film that doesn’t answer your business problem but it’s very artistic and I got another 60 second film that doesn’t answer your business problem and it’s not that artistic.

Which one do you wanna buy?

Client: Because you fucked me with not answering my business problem I would prefer to hurt you by choosing the non artistic film.

Though I finished the whole thing pretty much two months ago, I haven’t had a chance to publish it since. Now here it is, though unfortunately written in German. I’d like to summarize the key points in English in the near future. So stay tuned for this abstract.

If you happen to download and read the attached German thesis, I’d very much appreciate dropping me a line or two and sharing your thoughts with me. Feel free to share my thesis but please adhere to creative-commons.

Download here: “Kollaborative Markenüführung” (PDF – 2,0Mb)

“Kollaborative Markenführung” by Jörn Ballentin is protected by a Creative Commons Licence.

This presentation outlines a new approach to advertising that diverts from the old unidirectional communication modell. It not only concentrates on phenomena like the Web-2.0-hype, but tries to encompass the broad picture. Michael Zorn – S&F’s planning mastermind and advertising messiah – truly delivered a remarkable and insightful piece of work. Well done!

Ever felt a slightly uneasy with marketing claiming for sustainability? Well, there might be an answer: John Grant explores marketing strategies that not merely pretend to be responsible for economic reasons but that are based on a sincere belief to do good. His recently launched book “The Green Marketing Manifesto” seems to be a true source for inspiration on how companies might find an approach on CSR that actually affects business strategies. John Grant offers extensive case studies on companies such as Marks&Spencer or Toyota showing a corporate behaviour that not only positively supports public image but also drives economic growth.

A nice lesson on authenticity as well as on consistency in your strategies and a slap in the face for companies that still don’t get it by considering CSR a purely image-related marketing tool. Click on the image below to find out more:

Chuck Porter of Crispin Porter + Bogusky on brands and the CP+B way of advertising.

Michael pointed me to a visually stunning presentation on brands in general: Marty Neumeier dispells the common misconceptions about brands and explains 5 basic principles of brand building. Have I mentioned that I really like the graphics?