Jeff Beer, Fast Company: The Best a Brand Can Be?
Trend chasing does not make for great advertising. It’s not a business model, either. As Jeff Beer, staff editor at Fast Company sees it, advertising is everything a brand does — from creative execution to the CEO’s political donations. Recorded on location at the 2019 NRF Retail’s Big Show conference, Beer talks about what he’s learned from a career spent reporting on brand advertising and creativity, and what to look out for in the year ahead.
Listen to this episode to learn:
- Purpose is as unique in a company as it is in humans; with examples from Salesforce, Unilever, Toms, and Patagonia
- The customer value of utility versus purpose; and the business impact of scale versus intensity
- Does Gillette’s toxic masculinity ad embody the best and worst of modern advertising?
- Why Scott Galloway’s prediction of “woke” as a business strategy will dominate in 2019
- Examples of great work from brands (they all use a mix of creativity, distribution, storytelling, and outside-in thinking)
You may be interested in:
BAT companies prove the case for customer-centrism
by Felix Koch (C Space)
Alibaba, Baidu and Tencent have built multi-billion dollar businesses by putting the customer—not the advertiser—at the centre of their thinking, and Western platforms should take note.