There are 5.1 million searches on Google everyday, 100 hours of video are uploaded every minute; there is so much advertising and it's everywhere! The average person sees over 5000 ads per day and it is unavoidable. It is safe to say that, according to this film, the future of marketing is all going down hill if we keep on trying to sell our products the way we are now because access to information is growing at an exponential rate. Consumers don't expect perfection, and if you promise that everyone is skeptic as they have heard it to many times before. Clear is clever, not the twisting of words to make a product sound better then it actually is.
Underarmour Underarmour is also making big changes to its business model. Its green clothing line starts with used water bottles which are spun into high performance fabric. In 2011 they recycled over 2 million bottles. They believe that its not about who has the best advertising anymore, but who has the best product, and those who are about driving and dictating with their POV, and that the best merchants are the ones who dictate the future, not the ones who are trying to predict the future. The principles of green, the principles of renewable are completely inline with the principles of business.
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WalMart To better Walmarts advertising progress, an organization that is bigger then Norway, they have started using wind power to create the energy that they need to run their business. Going green is not only good for the company's image; by lowering waste and increasing efficiency, it is actually helping its bottom line. Every time they make a decision that helps the planet, it makes them more money and gains them more supporters.
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Pepsi Pepsi was about telling the truth. In 2005 Chanel invested in an ad starring Nicole Kidman, one of the most expensive ads ever produced costing 20 million dollars. In 2010 Pepsi took the same budget and instead took a completely different path. They told the truth. They didn't say that their drink was the best and that it was good for you, but they did invite the public to do good. It was their goal to bring their consumers passions to life, by accepting 1000 ideas every month, choosing a few projects to refresh the world, giving them a good name, even to those who don't even like Pepsi. They believe that you should invest in your products a lot, but invest a little less in advertising.
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