$2.4 Million for One Ad?

Yes, It's Super Bowl Time!

Evelyn Rodriguez
http://evelynrodriguez.typepad.com
Coming soon!
www.businessblogcoach.com
From A Blogger’s Perspective

ADVERTISING
IS
DEAD!

By Evelyn Rodriguez
 It’s not only bloggers
questioning value of “brand
awareness”?
• But awareness doesn’t build preference.
– John Moore, Brand Autopsy blog, Dec 1st, 2004

• Relying on brand awareness has become

marketing fool’s gold. – Scott Bedbury,
author A New Brand World, head of advertising
for Nike circa 1988-95

By Evelyn Rodriguez
The Co-Creation Ethos: The Tip
of Iceberg
• Please GoDaddy please … let us co-create your
television ad
• Thanks again Bob for providing your perspective
in this conversation. But I’ve got an idea that a
marketing maverick like you might jibe with.
• Let us help you choose which commercial
GoDaddy.com will air during the Super Bowl.
• Yep, I am proposing that we become a temporary
member of the GoDaddy.com Marketing
Department and help you decide which
commercial to run.
– John Moore, Brand Autopsy, Dec 3rd, 2004
By Evelyn Rodriguez
 Joining the Conversation

Bob Parsons launched www.bobparsons.com Dec 17th.

Recently he says:

The new ads are more product oriented.

One of the new ads is called “Paparazzi.” The other one is
called “Biker.” Both ads are quite unlike our Super Bowl
ad, in that they are more product-oriented in nature.
We are launching our “There’s a name for people like
you" campaign.
Candice also tells the principal characters in both
commercials that they can use the Internet to tell their
story and who knows what the results might be.

By Evelyn Rodriguez
 Different Ethos.
So, Who Owns the Brand?
Used to be:
Corporations told their story. It was their story.

Then customers started advocating:

Hey, it’s our story. (You don’t own the brand.)

Brand Hijack: consumer takeover (synonym). The

consumer’s act of commandeering a brand from
the marketing professionals and driving its
evolution.
- back cover of 2005 book, Brand Hijack by Alex Wipperfurth
By Evelyn Rodriguez
Who’s Right?

Do companies own the brand

or
Do customers own the brand?

By Evelyn Rodriguez
What if…
• The options that I or You own story are about
wresting control of the story.
• Media often point to societal shifts. (“The
medium is the message” – Marshall McLuhan)
• And blogosphere is a leading indicator that
there’s another alternative.
• What if you got above the turf wars and could
survey the battleground from a higher vantage
point? (What if it wasn’t a battle?)

By Evelyn Rodriguez
 What if Brand Itself was
Sovereign?
• Good writers “surrender” to the story and it takes a life of
its own. They follow the arc of the emerging story.
• Good marriages acknowledge there is third entity that’s
not exactly I or you – but a bigger I-You.
• Good example: Development of Linux operating system
• The Art of Possibility’s “WE” space.
• Fast Company, March 2005: How do you get customers
fired up about a new product in a tired category? Simple.
Turn your brand over to them.
– “The customer’s not always right. F--- that. If you’re always trying
to cater to everyone, you have no soul.” – Chris King, Jones Soda
Co.

By Evelyn Rodriguez
 Different Times, Different
1stThinking
Tier – subsistence value system, separate interests
BEIGE – survival, clans (move beyond fear of imperative survival
to)
PURPLE – ethnic tribes (move beyond fear of evil spirits to)
RED – rulers & feudal empires (fear of other predatory men to)
BLUE – higher authority, nations (fear of trespass against ordained
order and authorities to)
ORANGE – corporate state (fear of loss of connection & meaning
to)
GREEN – value communities (fear of social disapproval to…)

2nd Tier – being value system, shared interests

YELLOW – flexible integral commons (maps to Maslow’s self-
actualization)
TURQUOISE (maps to Maslow’s transcendence) and more….

– Source: Spiral Dynamics by Don Beck & Christopher Cowan, and research by
Clare W. Graves By Evelyn Rodriguez
Ultimately, It’s About History of
Self-Interest
• Machiavelli says people and society will always move
towards their own self-interest
• Non-Zero by Richard Wright, the concept of “self-interest”
changes and expands because we are interdependent (not
altruistic argument)
• From egocentric to ethnocentric to worldcentric – grows
more inclusive in terms of encompassing perspectives
• “Mankind needs the return to spiritual values, for it needs
compassion. It needs the deep experience that the Thou
and the I are one, which all higher religions share.” – Peter
Drucker

By Evelyn Rodriguez
 Marketing Shifts Follow Society
andIndicator
MediaMotivators & Marketing Used
Media Drivers

Orange Broadcast Status, prestige, Positioning, advertising,

media profit, rewards of direct response, traditional
(I) “success”, PR, outbound message
winning the game oriented, expertise lauded
Green Internet, Peer recognition “Markets are
interactive and community conversations”, word-of-
(I-You media - belonging, mouth, co-creating (if not
Relate, linking, sharing, social dialectic), democratic
Us) communities, kudos, often anti- consensual processes,
conversations hierarchical diversity lauded

Yellow Blogs, Wiki – Self-actualization, Context-dependent,

ranking, “painters paint”, technique-agnostic, best
(I-You reputation, self-expression, ideas emerge processes,
Dialectic, meritorious shared interests/ story is sovereign, burning
All of Us) bubbles up common ground issues not demographics,
even if disagree universals lauded
By Evelyn Rodriguez
 ‘Yellow’/Shared Interests
Marketing is Flexible
• ...the art of projecting. Of getting inside the heads of the people who
do care deeply about this product and making them something they'll
love and want to share. Marketers and designers who do it can put
themselves into other people's shoes and imagine what they'd want. In
the long run, learning this knack is actually much more profitable than
being able to make stuff for only yourself. Learning this knack gives
you more flexibility. There are marketers who can create Purple
Cows [remarkable products] for only a tiny audience -- an
audience just like the marketers themselves. They make decisions
based on gut instinct, and (for a while) this works. If you follow this
path, though, sooner or later your gut will let you down. If you
haven't developed the humility that comes from being able to
project to multiple audiences, you're likely to panic when you
can't connect to your chosen group any longer. - Seth Godin,
The Purple Cow: Transform Your Business by Being Remarkable

By Evelyn Rodriguez
Our Mindset Affects Marketing
Approaches
Creating an event:
Orange – “Talking head”, only experts with credentials speak
Green – Pass stick around a circle discussion, give everyone a chance to
speak and be heard
Yellow – Mix lecture and interactive as appropriate for goals of the event;
Open Space format (self-selection and emergence of facilitators and
topics), invite people from many viewpoints, including those whom
disagree and outside of the group
Creating an ad:
Orange – Company tells the story, “cultured messages”
Green – Democratize the creation of the ad, let customers tell the story or
contribute ideas, survey customers, collect votes from customers
Yellow – Why are we doing an ad? Is it best decision in this context?
Creative stresses universal themes. Listen intently to “burning issues” of
customers not for “advertising ideas” (Scott Bedbury). Be willing to be
flexible if original creative morphs and evolves from original intent.
Listen to feedback, doesn’t imply you will implement.

By Evelyn Rodriguez
 Tinges of Yellow Appears In
SuperBowl
• GoDaddy
– Integration of blog – with follow-up to comments by CEO, ad
posted on blog/website, additional follow-on advertising (could do
more around word-of-mouth and other marketing, see Brand
Autopsy blog, Dec 3rd, 2004)
• Anheuser-Busch’s Tribute to the Troops
– Universal themes, emotional hook, spending money for a public
service announcement around “burning issues” and not about
themselves
• Other Examples Outside Super Bowl:
– Purpose-Driven products, including Saddleback Church (caters to
“Blue” market, but appears yellow in marketing approach)
– Red Bull
– Jones Soda Co.
– P&G

By Evelyn Rodriguez