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Advertising is like a good joke.

Advertising is like a good joke. The best jokes don’t communicate, they just take advantage of what’s already in the mind. The best advertising does the same. Once built, a brand needs advertising to stay alive. The law of advertising. The “mine forever” myth.

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Advertising is like a good joke.

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  1. Advertising is like a good joke. • The best jokes don’t communicate,they just take advantage of what’salready in the mind. • The best advertising does the same.

  2. Once built, a brand needsadvertising to stay alive. The law of advertising.

  3. The “mine forever” myth. • Once my brand is established,its market share is mine forever. • So let’s spend our ad dollars online extensions, new flavors,new market segments.

  4. It’s the real thing.

  5. The King of Beers.

  6. Marlboro Country.

  7. A diamond is forever.

  8. The ultimate driving machine.

  9. A brand should striveto own a word inthe mind of theconsumer. The law of the word.

  10. Why sacrifice business? Focus Rest ofthe market

  11. You sacrifice business. Word.

  12. Case histories. • Nokia. • Volvo. • Premier Auto Group. • Honda. • General Motors. • Saab.

  13. Zara, a unique concept. The Wall Street Journal, May 18, 2001.

  14. Case histories. • Prego vs. Ragu. • Altoids. • The Body Shop. • Movado. • Zippo.

  15. The best B-schools of 2004. • Northwestern . . . marketing. • Chicago . . . quantitative analysis. • Pennsylvania . . . finance. • Stanford . . . high technology. • Harvard . . . management.

  16. Case histories. • Marlboro. • Curves. • United Jersey. • Act. • AARP. • American Heart Association.

  17. Leaders own their category. • When you think of tires,you think of Goodyear. • When you think of cola,you think of Coca-Cola. • When you think of rental cars,you think of Hertz. • When you think of mainframes,you think of IBM.

  18. Management consultants. • Peter Drucker, management. • Tom Peters, excellence. • Michael Hammer, re-engineering. • Michael Porter, strategy. • Philip Crosby, quality.

  19. Movie stars. • John Wayne, a man’s man. • Marilyn Monroe, sexy woman. • Julia Roberts, pretty woman. • Tom Cruise, action hero. • Billy Joel, piano man. • Arnold Schwarzenegger, tough guy.

  20. Case histories. • Missouri. • Guatemala. • Kenya. • Gallapagos. • India.

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