Chuck Porter's 2 Myth's and 5 Rules of Advertising
This is a partial summary of the presentation given by Chuck Porter (of Crispin, Porter + Bogusky) at the Minneapolis Creative Summit, hosted by AdFed of Minnesota on October 18, 2007.
Myths
Myth #1- “Everything Has Changed”
No it hasn’t. They said the same thing about radio and television. Interactive technology has changed some dynamics, but the fundamentals are the same.
All communications must be engaging, whether they are fables, parables, or, god-forbid, advertising.
“There is no learning without emotion.” -Plato
Myth #2- “The Customer is in Control Now”
They always have been, it was just easier not to listen to them before all of this technology gave them such loud voices. The flip side is that technology has made it easier to engage someone faster, and in greater depth. The best story tellers are always rewarded, and technology is amplifying that in advertising.
Rules
Rule #1- Stay loose, and back winners
Float lots of messages because no one knows what is going to work. Once you see what sticks, put resources behind those ideas.
Rule #2- Use pop culture to create brand moments
The BK King started out as a joke, and exploded.
Rule #3- Fly below the radar
They know you are advertising, get them in on the game and have fun with it.
Rule #4- Use traditional media in untraditional ways
Rule #5- Consistency is good, surprise is better
CP+B does a lot of great creative that only runs once or twice, but the surprise of it leaves a much larger impact.
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