CONSISTENCY AND EFFECTIVE FREQUENCY WILL SAVE YOUR BRAND FROM EXTINCTION.
Most brand experiences will be delivered through AI by 2025. The only question is whether your brand will still exist.
Some perspective: When Ray Kroc walked into the McDonald brothers’ restaurant in 1954, he was taken aback with the efficiency and replicability of the facility. That evening “visions of McDonald’s restaurants dotting crossroads all over the country paraded through [his] brain.” McDonald’s lore never mentions what Kroc thought of the actual food, because he wasn’t selling food. He was selling consistency.
Kroc eventually fulfilled this dream, launching a franchise operation that spread McDonald’s all over the country at the same time the Interstate Highway Act was being passed. Just when Americans were hitting the roads in droves, Kroc was there with a dining experience that was consistent whether you were in Sacramento, Calif., or Durham, N.C.
Fast-forward to the present, and brand marketers have a similar opportunity. There has been a lot of talk about AI this year. Forget the nuts and bolts of the technology for a second. Pay attention to what your customers are doing. Today’s internet is a lot like American culture after the interstates were built: We’re scattering across a vast expanse of real estate and there are no discernible patterns in the chaos.
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Esta historia es de la edición January 8, 2018 de ADWEEK.
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News Anchor Of The Year Megyn Kelly
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The Big Bang
Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.
DROGA5
Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”
Ogily
When it comes to leadership changes, 2016 will be remembered as a time of disruption.
The Myth of White Space
'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'
Brand Phelps
Can the greatest olympian in history be as dominant out of the pool as he was in it?
Masters Of Their Domain
WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON
Winners' Playbook
BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN
Flipping The Disruption Script
THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.
MCCann
All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl.
