wilte's review
4.0
Hoffman indeed is an ad-contrarian; especially regarding social media and online advertisement. He's also quite critical about "content" and "engagement". Entertaining collection of blog-posts, refreshing in the hype world of (online) marketing. He calls a lot of BS.
p4 Consumers want clarity and simplicity. Marketers want to complicate the shit out of everything.
p17 our brands are very important to us marketers and very unimportant to most consumers.
p35-36 we have developed a universal creative brief that can work in any situation. (...) Objectives: Transition from a “functional” brand to an “emotional” brand. Create a purpose-driven movement with the brand at the center. Motivate an ongoing conversation between our brand and our millennial target. Socialize our transparency initiative for full stakeholder buy-in. Utilize data-driven insights across the brand portfolio. (...) Desired Outcomes: Target will view us as an authentically relevant brand that is aligned with millennial social constructs and beliefs. Target will understand and appreciate our transparency initiative and assign positive meaning to the brand.
p50 one of the lessons about advertising is that practicality consistently outperforms ideology.
p55 What exactly is content, you ask? Well, it seems that as long as you can upload it, and it’s not an ad, it’s “content.”
p93 One of the great truisms of marketing is that a good deal of consumer behavior makes no sense.
p102 Social media sites are quickly evolving into just another channel for delivering traditional interruptive advertising.
p4 Consumers want clarity and simplicity. Marketers want to complicate the shit out of everything.
p17 our brands are very important to us marketers and very unimportant to most consumers.
p35-36 we have developed a universal creative brief that can work in any situation. (...) Objectives: Transition from a “functional” brand to an “emotional” brand. Create a purpose-driven movement with the brand at the center. Motivate an ongoing conversation between our brand and our millennial target. Socialize our transparency initiative for full stakeholder buy-in. Utilize data-driven insights across the brand portfolio. (...) Desired Outcomes: Target will view us as an authentically relevant brand that is aligned with millennial social constructs and beliefs. Target will understand and appreciate our transparency initiative and assign positive meaning to the brand.
p50 one of the lessons about advertising is that practicality consistently outperforms ideology.
p55 What exactly is content, you ask? Well, it seems that as long as you can upload it, and it’s not an ad, it’s “content.”
p93 One of the great truisms of marketing is that a good deal of consumer behavior makes no sense.
p102 Social media sites are quickly evolving into just another channel for delivering traditional interruptive advertising.
More...