October 06, 2009

Kevin Roberts: Brands Are Dead. Welcome to the Participation Economy

Saatchi & Saatchi CEO Kevin Roberts showed at least 7 videos during a truly awesome talk. 

“When I was growing up, brands had the power.”  Then that all switched.  We saw Wal-Mart, Tesco, Carrefour, and Amazon seize power.  Then that all changed too.  Now, the consumer is boss.  She is making all the calls.  She is in charge.

So the question is simple: How do we win in this time of new frugality?  How do we create loyalty beyond reason? 

We have to “Win Ugly” in this environment.  We have to strip down to what really makes a difference. 

But we were made for moments like this.  Lombardi: “Any man’s finest hour… is that moment when he has worked his heart out in a good cause and lies exhausted on the field of battle—victorious.”

Ways to Win Ugly

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