Brain Hurt Scale = 2/10. Note - this is the audio version which is an extended yet similar and different version of the written article which includes diagrams and videos. If reading is your thing go here https://www.brandingmag.com/john-james/brand-campaigns-part-2-where-did-they-come-from/ - but this audio version is more story-like so it makes for perfect listening.
Why do some people say 'performance marketing' when all really mean is Google search?
Why do digital marketers have an allergic reaction when they're asked to use an offline channel?
Why do advertising agencies love brand campaigns but hate digital?
Why is the Silicon Valley growth discipline deeply ironic?
And what's all of this got to do with Brand Campaigns!
Sometimes to understand why we use terms we need to understand history. Understand the etymology of these terms. Terms like performance marketing, brand marketing, ATL, BTL, growth hacking, growth marketing, demand generation, demand capture - oh gee I could go on all day.
Because there's reasons why all these terms exist, and why we use them - and that history is fascinating.
If this episode doesn't give you an 'a ha' moment then no episode will.
We leverage the power of memetics and research so you'll learn:
How these terms originated
Why using them is problematic
Why people who do, are unaware how their thinking has been warped subconsiously
Why DTC started in 1845 in the US - not the 90s or 2000's
Which channel American Expressed used to create an entire category (credit cards)
Why advertising agencies started in the first place, and why they still hate 'performance'.
WARNING: This episode is not recommended for those who work in the advertising industry - as it will pop bubbles and may negatively affect your ability to sell
You've been warned - listening to this episode will alter your perspective forever.
So play with caution because this is very forbidden fruit you're about to taste,
And there's no going back.
