Gaston Legorburu, Senior Vice President and Chief Creative Officer, Sapient, gave a refreshingly simple and interesting talk on the importance of brands.

his blog is at cmorants.com

Notes:
– 96% of sales will occur without the search keyword purchase
– Direct Mail: has been the engine that runs the business; customers are sorting mail into bills, and junk. We can measure ROI, and forgot how to create demand
– brand happens everywhere; but where is everywhere? “My Reality” = Physical, Virtual and Dream worlds ….
– deep rooted marketing processes for a world that no longer exists
– marketing prices have increased 8x to 10x for things like Yahoo home page advertising. New media opportunities must be assessed against reach and engagement value
– Telling and selling does not work; try having a real conversation
– Scale from oblivious to listening, to responding. Banks are nowhere on responding
– online conversation tracker, predicts what is important to people (i need to find where he got that from)
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