Come gather 'round people
Wherever you roam
And admit that the waters
Around you have grown
And accept it that soon
You'll be drenched to the bone.
If your time to you
Is worth savin'
Then you better start swimmin'
Or you'll sink like a stone
For the times they are a-changin'.
As I sit hear digging through hundreds of emails built up over the past six days, a few business items really jumped out at me. (Note: My trip to Germany was wonderful. My experience with Continental was NOT):
Tuning In to the New Marketplace Realities
Amid growing skepticism about the effectiveness of traditional media advertising, a committee from three important industry organizations is pushing a new way to measure how consumers interact with ads. A joint-task force composed of members of the Association of National Advertisers, American Association of Advertising Agencies and the Advertising Research Foundation yesterday unveiled an initiative that would shake up the classic equation of advertising math that determines consumer exposure to an ad. It would replace the concept of frequency -- the number of exposures to an ad -- with "engagement," a metric that could better reflect the growing number of media choices facing consumers, from cell phones and the Internet to video games and podcasts.
Perhaps Not
Advertising Week, an organization that aims to improve the image of the advertising business, has promoted itself with an ad deemed so “sexist,” “moronic” and “tired” that many felt it actually tarnished the industry’s reputation. For the full story, click here.
The Competitive High Bar is Very High Indeed
The new head of Volkswagen AG's core brand said in an interview published Friday that the struggling automaker's employees must be "ready to tread new paths." Wolfgang Bernhard told the company's in-house magazine, Autogramm, that "if we carry on as we have so far, we won't make it."
Even Traditional Media is Getting It
BusinessWeek has jumped on the creativity, innovation and design in business bandwagon in its latest issue. And as a side note, just weeks after John A. Byrne, editor at Fast Company, helped save his magazine by recruiting Joe Mansueto to buy it, Mr. Byrne is leaving to become executive editor at BusinessWeek.
The times they certainly are a changin'. My only question is, what in the world is taking everyone so long to change with them?
Posted July 25, 2005
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Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas.
Jeff Taylor, Founder, Monster.com and CEO, Eons.
When Tom Asacker writes, I read. Opportunity Screams is the right message for the right time.
Tom Peters
Perhaps custom? The need for security? The inability to change until we´ve been swallowed by events?
Posted by: felix gerena | July 25, 2005 at 03:37 PM