Revolution of Influence

I've always felt strongly that thoughts and ideas are the great equalizer of brands. No longer do we live in an era where only the largest of companies dictate their degree of influence based on how much money they spend to get in front of more eyeballs with one more 1-way message that's all about them.

The greatest influence can now be in the hands of the most helpful, transparent and personal brands of the world. Are you ready to be one of them? Caliber's Revolution of Influence blog aims to equip you with the strategies, content know-how, tools and trends to find the path that catapults you to newfound success.

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The Future Favors The Nimble Agency

Posted by on in Media Trends
Big or small, traditionally focused or digitally focused, only one kind of agency will be left standing in the future:

The nimble one.

There is a grim future for agencies that have a process that looks like so:

Writer and designer team get Creative Brief.

Writer and designer concept, concept, concept, concept, concept…

Eureka! They stumble across an idea they love. Brilliant.

They present to their Creative Director.
There will be enough posts today about the winners and losers of the Super Bowl adfest. I won’t bother you with one more but instead give you something to think about in terms of the true winners and losers beyond the actual ads themselves.

Winner: Television Media and the Advertising Industry

“We don’t want to be advertised to.” I hear that a lot throughout the year and there’s certainly some truth to that. But that has nothing to do with the fact that we have social media now. People have never wanted to be advertised to. That was true when Caveman A was trying to sell a rock to Caveman B. It has always, always been about treating our audience with respect for what they need to help in their everyday lives and conveying that in a sophisticated way that compels, entertains and delights. Rather than, say, barge into their faces and say, “You’ve got to have this now, Now, NOW!”
You can look at the last cover of a news magazine like Newsweek and wax nostalgic about the good old days if you like. I prefer to think of the positive of what a final cover represents in choosing to use but only a simple hashtag of #lastprintissue.

Newsweek’s last issue in print

It’s not a period of finality on a brand. It’s an acknowledgement that the brand will be conversed about in other ways. Digital ways. And that it can continue to have relevance – maybe even more than it has recently. It will be read on a laptop, on a tablet, on a smartphone. It will be shared faster rather than lie exclusively on the coffee table of a physician’s office.

Advertising is a Cubs fan’s best friend

Posted by on in Media Trends
I suppose this day was bound to come. Maybe deep down, those of us who are Cubs fans all knew it. Here we lie at the inevitable moment where our grand old ball park meets the revenue demands of the modern day and the only way to maintain its existence in a new era is to adjust.

b2ap3_thumbnail_wrigley_field-9310.png
It’s uncomfortable. It’s unpleasant. And it’s absolutely necessary.With Chicago Mayor Rahm Emanuel’s “Fenway Plan,” the Cubs potentially could gain in the neighborhood of $150 million in advertising and sponsorships from Wrigley Field and the surrounding streets.

It’s a thought that causes excitement for a marketer and terror for a baseball purist. A time where advertising settles into the role of Bad Guy, and people begin to get emotional about the future with a mixture of fear and anger. Some say Wrigley is beautiful and that the addition of a Jumbotron in right field or a lot more ads would be horrible. Some say it’s a wreck and are all for change as long as they don’t have to pay for very much of it at all. And some dare to suggest that the Cubs should move to the suburbs and knock the stadium down altogether. I wager most of those in the last category are the same bright minds who said the Bears should play in Gary.
Being the first to launch an idea in the business marketplace often gives you a great head start as a leading authority, but it doesn’t guarantee long-term success. Because one thing is for certain: The minute you think of it, the next minute someone else is going to try to get in the game with something better.

Take the e-coupon market, for example. There’s Groupon. There’s LivingSocial. And now we have Google getting into the action with Google Offers.

All with slight differences but all still functioning from the basic premise that each day you have the opportunity

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