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Keynote
Zurich
7
May
09
 
 Audience
EGTA
 European
saleshouses
for
advertising
space
on
TV
and
radio.
 
 
 • •

What
is
Hero
Brand
about?
 How
does
Hero
Brand
apply
to
TV
and
radio
brands?



 Being
a
hero
brand
means
in
the
first
place:
do
something
special
that
means
 something
special
to
a
group
of
people.
 So
main
question
is
–
Tv
brands,
radio
brands,
what
have
you
done
lately
that
 was
special
and
how
did
that
mean
something
special
to
which
group
of
people.
 More
specifically,
for
the
saleshouses:
what
have
you
done
special
lately
that
 meant
something
special
to
the
advertising
market?
Focus
on
that.
 I
the
second
place,
being
a
hero
brand
means
you
have
to
look
like
a
hero,
act
like
 a
hero,
behave
like
a
hero
and
talk
like
a
hero.
 
 I
twittered
a
question
in
the
morning:
 “give
me
one
piece
of
advice
that
I
can
give
to
media
sellers
of
European
TV
and
 radio
stations.”
 I
got
78
reactions,
Facebook
included.

 I
found
there
were
4
groups.
 1. “You
look
cheaper
and
trashier
day
by
day”.
(the
tendency
to
feel
“digital”
 makes
TV
stations
want
to
look
like
websites.
Trashy
and
messy)
 2. “You
act
like
victims”.
TV
and
radio
are
the
glamour
media
still.
They
 make
the
stars.
They
define
the
role
models.
However.
When
you
create
 events
or
presentations,
glamour
is
far
away.
 3. “You
behave
like
salesmen”.
You’re
always
trying
to
sell
more
space.
You
 seem
not
to
care
for
the
programs
you
bring,
but
for
the
space
in
between.
 If
there
is
any
left.

 4. “You
talk
like
banks”.
All
your
presentations
are
about
figures
and
 graphics.

That
is
due
to
the
fact
that
your
spokepartners
these
days
are
 media
buying
centers.
They
only
understand
figures
and
grahics.
 But
that’s
just
Twitter.
What
would
you
expect.
 



Real
heroes
aren’t
defensive.
 Focus
on
the
positive.

THE
CROWD
EFFECT.
 Brands
need
social
acceptance.
As
a
matter
of
fact,
in
Hero
Brand
I
describe
how
 brands
live
because
people
need
each
others
confirmation
that
they
made
the
 right
choice.

TV
and
radio
are
still
the
most
powerful
way
today
to
create
that
 feeling
and
give
that
confirmation.
 
 Internet
is
not
a
medium.
 So
don’t
fight
it
like
a
medium.
I
heard
a
media
man
saying,
“Youtube
cashed
only
 100mo
in
a
year.
That’s
nothing!”,
meaning
it
is
not
serieus
business.
From
a
 media
buying
point
of
view
that
is
right.
But
Youtube
is
not
a
medium.
 Youtube
is
like
a
river,
you
throw
a
message
in
and
it’ll
get
to
the
sea.
Maybe.

 Public
toilet
doors
don’t
get
much
money
either
for
being
the
medium
they
are.
 Internet
is
a
world.
A
new
world.
With
new
possiblities.
Yet
to
be
discovered.
Try
 it
out.
But
don’t
try
to
apply
the
old
“buy
attention”
rules,
cause
you’ll
be
 dissapointed.
 
 Embrace
change.
 It
is
of
no
use,
fighting
against
progress.
Especially
when
it
is
technology
driven.
 Think
of
the
days
of
horses.
Imagine
you
were
in
the
horse
business
and
 someone
invinted
the
car.

Where
would
you
put
your
energy?
Most
horsemen
 put
their
energy
in
warning
the
world
for
the
danger
of
cars
and
how
unpractical
 they
were.
They
never
listened
when
you
called
them.
Others
have
started
new
 businesses
with
horses.
Like
circuses
and
race
tracks.

They
were
smart.
If
you
 own
race
horses
today,
you’re
probably
better
of
than
many
in
the
car
industry.
 
 Q&A
 



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