SMITHERY.CO@WILLSH

DOES MAKING THINGS PEOPLE WANTBEAT MAKING PEOPLE WANT THINGS?

19/06/2014IAPIDUBLIN

53.336951 N, -6.257106 W

JOHN V WILLSHIRE, SMITHERY

SMITHERY.CO@WILLSH

WHAT IS IT YOU ACTUALLY DO...?

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SMITHERY.CO@WILLSHA TACTILE MEMORY...

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A BOX THAT’S BIGGER ON THE INSIDE

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WHY AM I HERE?

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ISN’T IT QUITE FAR AWAY FROM MEDIA?

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WHAT IS MEDIA NOWADAYS?

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MEDIA IS A VEHICLE FOR KNOWLEDGE

CESAR HIDALGO, MIT MEDIA LAB

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MEDIA IS THE CONNECTIVE TISSUE

OF SOCIETYCLAY SHIRKY, NYU

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MEDIA IS HYBRID JUST LIKE BUILDINGS, DEVICES,

SPACES, EVENTS ETC

NOTHING IS ALL-DIGITAL ANY MORE THAT IT’S ALL-PHYSICAL

DAN HILL, FABRICA

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TISSUEVEHICLEHYBRID

CONNECTIVE OBJECTS THAT TRANSFER KNOWLEDGE THROUGH TIME AND SPACE

MEDIA:

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MEDIA NOW STARTS AT PRODUCT CREATION

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“WORK OF”

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“GOODS MADE”

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MARKETING HAS BECOME ADVERTISING MANAGEMENT

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IT’S HARDLY A NEW PROBLEM

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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION…

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

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“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

SMITHERY.CO@WILLSH

“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS AS TO BE SKILLED IN CONCEIVING AND THEN MAKING THE BUSINESS DO WHAT SUITS THE INTERESTS OFTHE CUSTOMER “

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

SMITHERY.CO@WILLSH

“ THE PRINCIPAL TASK OF THE MARKETING FUNCTION… IS NOT SO MUCH TO BE SKILFUL IN MAKING THE CUSTOMER DO WHAT SUITS THE INTERESTS OF THE BUSINESS AS TO BE SKILLED IN CONCEIVING AND THEN MAKING THE BUSINESS DO WHAT SUITS THE INTERESTS OFTHE CUSTOMER “

SOURCE: ALAN MITCHELL - HTTP://RIVETIN.GS/MCKITTERICK

JOHN MCKITTERICK, GE, 1957

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“HAS MARKETINGFAILED, OR WAS IT NEVER REALLY TRIED?”

1985 PAPER BY STEPHEN KING, JWT

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FOUR MARKETINGROUTES TO FAILURE...

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THRUSTMARKETING1

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mark

etin

g MARKETINGDEPARTMENTMARKETING2

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ACCOUNTANT’SMARKETING3

JANUARY DECEMBER

PAYBACK

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FORMULA MARKETING4

success = x Yz+

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FOUR ESSENTIAL ASPECTS OF REAL MARKETING

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START WITHTHE CUSTOMER1

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WORKINGOVER TIME2

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USING ALLRESOURCES3

CEO

marketing

manufacturing

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INNOVATION4CREATIVITY THAT DELIVERS VALUE

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ALL DEEPLY LINKED TO PRODUCT

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YET CURRENTLY, MARKETING IS FAILING

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PEOPLE WOULD NOT CARE IF 70% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2012

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PEOPLE WOULD NOT CARE IF 73% OF BRANDS DISAPPEAREDHAVAS MEDIA MEANINGFUL BRAND STUDY, 2013

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BRANDS ARE IN BAD SHAPE.

LITERALLY.

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HTTP://RIVETIN.GS/PYRAMID

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THE MODERN BRAND ISLIKE A BITTORRENT FILE

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IMPOSSIBLE FOR ANY ONE MIND TO CONCEIVE...

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YOUR TONE OF ACTION IS WHAT ATTRACTS PEOPLE

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MODERN ECONOMICS:

THE VALUE OF A THING IS DETERMINED BY

WHAT ONE IS WILLING TO GIVE UP TO OBTAIN

THE THING

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THE LABOUR THEORY OF VALUE

THE VALUE OF SOMETHING IS DETERMINED BY THE LABOUR THAT WENT INTO ITS PRODUCTION

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PERHAPS THERE’S A LABOUR THEORY OF BRAND VALUE*

*IT MIGHT NEED A BETTER NAME

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FIELD NOTES

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£0.99 £3.33PER PADPER PAD

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“MARKETING IS WORLD BUILDING. WITH UNLIMITED BANDWIDTH WE CAN NOW SHOW YOU THE WORLD.”

@TOBYBARNES

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LABOUR THEORY OF BRAND VALUE:YOU HAVE TO MAKE EVERYTHING WITH THE INFINITE CANVAS OF THE INTERNET IN MIND

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WE’D RATHER BUY THIS WORLD...

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...THAN THIS WORLD

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MARX WAS HALF RIGHT...

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IT’S NOT ABOUT THE MEANS OF PRODUCTION

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IT’S ABOUT THE MEANING IN PRODUCTION

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BRANDS OFTENFIND THIS HARD BECAUSE OF THEIR HOLLOW FACTORY

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THERE ARE TWO OPPOSITE FORCES OF INNOVATION AT WORK IN MOST BIG BRANDS TODAY

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MAKE PRODUCT VERY EFFICIENTLYMAKE MARKETING AS INTERESTINGAS POSSIBLE

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SO WHAT SHOULD WE DO?

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ADVERTISING IS NOT THE THING YOU DO, IT’S THE STORY OF THE THINGS YOU’VE DONE

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ADVERTISING IS NOT THE THING YOU DO, IT’S THE STORY OF THE THINGS YOU’VE DONE

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COOPERATION

COMPLEXITY

FRAGMENTATION EXPERIMENTATION

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EMBRACE THE GRANULARITY OF EVERYTHING YOU’VE EVER DONE

FRAGMENTATION

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IT COULD BE BLENDING EVERYTHING YOU DO NOW WITH A RICH TAPESTRY OF YOUR PAST...

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OR IT COULD BE SHOWING EVERYONE EVERYTHING YOU DO TO MAKE THEIR THING...

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break it back

break throug

h

IT’S ALL ABOUT PEOPLE, AND WHAT THEY DO TOGETHER TO MAKE GREAT THINGS HAPPEN

COOPERATION

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YEP.

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HAVING LOTS OF PEOPLE IN A COMPANY MAKES IT EASY...

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OWNING LOTS OF BRANDS MAKES IT HARD

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DON’T CONSOLIDATE. FRAGMENT BY SECTOR,PRODUCT, COUNTRY, REGION...

COMPLEXITY

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THERE IS NO “ONE SIZE FITS ALL” IN YOUTUBE

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WITH THE RIGHT MECHANIC, COMPLEXITY BECOMES AMAZINGLY COMPELLING...

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EXPERIMENTATIONSHOW PEOPLE THE FUTURE YOU WANT TO LIVE IN WITH THEM

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YOU HAVE TO GIVE UP SOMETHING FOR EACH OF THESE...

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PERFECTIONISM

FRAGMENTATION

CONTENT

GIVE UP

TO EMBRACE

SWAP IT FOR

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COOPERATIONGIVE UP

CONTROL

TO EMBRACE

SWAP IT FORCOMMUNITY

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GIVE UP CONSOLIDATION

TO EMBRACECOMPLEXITY

SWAP IT FORSPEED

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GIVE UP KNOWING

TO EMBRACEEXPERIMENTATION

SWAP IT FORLEARNING

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COOPERATION

COMPLEXITY

FRAGMENTATIO

N

EXPERIMENTATION

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“A DAY IN THE WILDIS WORTH A MONTHOF GUESSING”MIKE KRIEGER, INSTAGRAM

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THANK YOU... AND QUESTIONS?JOHN V WILLSHIRE

HTTP://SMITHERY.CO@WILLSH

JOHN@SMITHERY.COARTEFACTSHOP.COM