A cup of coffee with Marcia Esteves. A cup of coffee with Marcia Esteves.
June 20, 2018
Some years ago, the advertising industry looked much simpler. The brands were in control and consumers passively believed in the ads and purchased their products.
Technological advances weren’t significant, didn´t influence the industry directly and didn´t threaten the life cycle of brands.
In that context advertising professionals developed slogans that became part of pop culture and of people’s daily lives. This is, and has always been, the goal of advertising: to become a part of people’s lives and influence them.
But technology started to change faster and transformed the industry. With no prior warning or alarm bells going off, consumers became empowered and that changed everything.
Countless media channels. Countless options. Advertising became disoriented, lost in a heap of new sources and media options. It was the rise of a new civilization demanding new advertising. Brands were in shock and consumers owned the stage.
So we asked Marcia, how do you survive or tougher, how do you thrive in such a hostile environment?
It´s all about finding and understanding motivation – the reason for being.
Why do we communicate? Why do we advertise? What can a brand represent in people’s lives?
The core issue is about PURPOSE and BEHAVIOR. About dignity and respect. Because people demand respect. Because dignity is a watchword. Because we have grown as a civilization.
People no longer have to stay quiet. They take the streets on protests, they cry for what’s right and noble, for respect. And that´s what they demand from companies and brands around them.
That is the reason behind the importance of opinions on social networks. That is why people expect a reasonable answer to their demands. Brands need to understand human needs and should exist to serve human needs.
If you want to survive, ensure that your brand has a meaningful purpose and live in a perpetual beta stage, because that’s how your consumers live and how they interact with the world.
Welcome to the new advertising era. Every day.