Just when we thought building a brand could not get more difficult along comes a CEO of a major advertising agency (Roberts: CEO Satchi & Satchi) who says, the advertising business has become a place where "there are no rules, there are no formulae, there is no best practice" and nobody has a clue about how to effectively market products to the masses.
Mr. Roberts suggested that the reality of the new age of marketing all boils down to the word he has used for the title of his new book: "sisomo." he explained that "sisomo" refers to the combination of sight, sound and motion as experienced on digital screens.
"The future belongs to those who can make emotional connections in the market," Mr. Roberts said. "What all of us have to do is to realize that we are in the game now of creating loyalty beyond price, beyond attribute, beyond benefit, beyond product, beyond form, beyond process, beyond technology."
The only truisms are , he said, include a good story well told, emotion, humor and music -- in other words, sisomo. The idea is that "you’ve got to be entertained as well as informed,” he said, “thinking with the heart and feeling with the brain.”
"Next year communications spending [in the marketing industry] will go past a trillion dollars," he said. "We'll spend a trillion bucks on communications in all its forms. Most of that trillion is money down the toilet that's completely wasted because it based on rational, reasoned information that consumers are just letting it go wang! wang! wang! right past them. They don't care.
"The winners in the attraction economy will be those who get to that emotional future first and fast," he said.
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