The
Battle For Coca-Cola
Rages
On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out
Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The
Brand
The
Future of Advertising
The
Targets
The
Future of Advertising
The
Grid
THE FUTURE OF
THE
SECRET
TO OUR SUCESS.
The
truth is MadisonAveNew.com
has been picking up readers like a house on fire. We actually owe it
to a suite of six web marketing tools.
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TICK. TICK. TICK. Consider your life 20 years from the moment you are reading this. One thing is for certain. Your author will be gone and long forgotten. And every great advertising campaign he had anything to do with will be interred with his bones. "But the evil that men do, lives after them," so let it be with yours truly. What I am about to share with you is a vision of what we do, that is so far afield from what we do now, so as to be almost unthinkable. You and I, we never stop to think of the power and influence of the trade we ply. |
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Mainly because we are having too much fun doing it, to consider the cumulative effect of all these messages since the very first advertising agent Volney Palmer opened his shop in Philadelphia in the spring of 1843. But consider for a moment, the fact that every object you have come in physical contact with since the day you were born was the result of some copywriter's turn of phrase. So too your parents, and their parents, and yes, probably their parents. |
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I thought you were going to publish twice a week. what happened? That would only make me twice as arrogant. I decided less is a whole lot more.-HW |
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Advertising, not money, makes the world go around. That was why I was so intrigued a few months back to be asked to join the Institute for Advanced Practices in Advertising. To my knowledge, this is the world's only "think tank" devoted to the research and development of methodologies, procedures and technologies related to the practice of global advertising. Don't bother trying to "Google" these folks. They operate in the kind of stealth mode that would make the intelligence community green with envy. And with good reason. There has been little or no research or development activity in our industry for low these past 239 years. In essence, we just faked it. Well the stakes have grown too high for this head in the sand attitude to continue. I for one am honored to have been invited to become a part of this important work. What I will now share with you is just a faint glimpse of what some of the greatest minds in our industry believe is to come. The Future of Advertising. The Swarm "Good morning. It is Wednesday April 29, 2023. Your body temperature is 97.3. Your body weight is 184.7lbs, 39oz over prime. Your remaining life expectancy is 39.7 years. Your net worth is 1.73 million dollars U.S. of which $234,889.80 are liquid assets. Your debt factor is $633,987.04. The temperature outside is 63.9 degrees and you have 2 hours and 45 minutes until your first appointment of the day with Mr. Hodgson. American Express wishes you a wonderful day." The swarm has begun. You are not yet awake. This message was sent to you via neural implant to the cerebral cortex during the final stages of remsleep. The last message you received on this frequency was your nightly one hour lesson in Simple Chinese brought to you courtesy of Sun Microsystems which is now a Chinese Information Technology Communications monolith that has come to dominate the field of distance learning and sub-threshold education. The swarm is with you 18 hours a day while awake and asleep. It is the tractor beam by which you navigate an ever increasingly complex existence. In 2023 everybody has A.D.D. No longer considered a "Disorder" but a business "benefit," the ability to "multitrack" has become essential in certain key industries such as global finance and genetic engineering, as a result of the sheer velocity of rapidly outdated information. Once you awaken, the swarm's matrix interface is the first thing you perceive once your vision clears. Visible as the result of a neural implant in the optical lobes of the cerebral cortex the interface, like everything else in the Grid is voice activated. Your first act of the day is to program your day's activities and the sponsor driven actionfeeds that will assure that the Grid is responsive to the needs associated with those activities. The millions of global brands of early C21 are now little more than faint memories. By 2023 fewer than 250 global brands still exist. Hardly any are in the business they were in 20 years earlier. For example American Express is a wellness provider. Insurance, Healthcare services, Financial security. Microsoft/IBM is the dominant brand in global entertainment. Coca-Cola, no longer a soft drink giant is now the key brand in energy and transportation. The oil companies, television networks, banks, and fast food industries no longer exist. Advertising, entertainment, education and information are now seamlessly melded into what has become referred to as "the Swarm." So-called because of the electron halo of inbound data that must circle the brain's neural input terminals awaiting recipient access. One of the benefits of the deproliferation of global branding organizations was the consolidation of consumer data. The end of C21.1 brought about the emergence of truly personalized product offerings. With only four automotive nameplates an almost endless variety of paint schemes and interiors are now practical. Hydrogen is now the fuel of choice thanks to brilliant financial wizardry brought about by the hostile takeover of the Coca-Cola company by environmental corporate raiders in mid C21.1. Other seismic changes like the ascension of the Capitalist Party and the transformation of the equity and bonds markets into quasi government agencies under the jurisdiction of the United Nations also leads to drastic changes in the architecture of society in C21.2. Nothing had more to do with these changes than the amazing transformation brought by the globalization of technology in 2005- 2008. For example, the infrastructure to support high-speed access to the home, PDAs that can exchange data between multiple users and cellular phones that deliver toll-quality voice and limited data services will give rise to the "flatworld" paradigm. This development is currently making applications valuable to a global marketplace,that can seamlessly interconnects them with the rest of the world. The support of universal language applications with Internet, voice, data and video that added efficiency and expanded opportunity to both business and personal endeavors and aspirations is turning the tide. There are several drivers responsible for this shift. First, whether to avoid risk associated with traveling, or to save money, more people began staying at home to conduct business. With both business and personal travel at historic lows, high-speed delivery of converged video, voice and data began gaining importance and therefore value. Technology offerings that do not enable these practices are not perceived as relevant and are therefore of low, or no interest in the global marketplace. Second, global industry began moving away from conventional "fixed" workplaces in 2001. Offices are becoming more and more mobile, sometimes spanning the distance between headquarters and customer sites, to the home. In this environment, mobile, always-on access has become critical to enhancing business efficiency by enabling faster access to e-mail, voice-activated replies and instant connections to customers or suppliers. Finally, and perhaps most importantly, to increase efficiency in both global enterprise environments, where levels of maturity varied broadly, technology has had to become simplified. This school of simplicity is allowing for amazing advances in the once third world. Those advances will lead to the technology breakthroughs will make the "Swarm" a reality in less than 10 years. Remember, you heard it here first. Stay tuned.
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