{"id":12306,"date":"2017-10-12T12:22:34","date_gmt":"2017-10-12T11:22:34","guid":{"rendered":"http:\/\/drikkes.com\/?p=12306"},"modified":"2017-10-12T12:22:34","modified_gmt":"2017-10-12T11:22:34","slug":"spielzeit-einkaufen","status":"publish","type":"post","link":"https:\/\/drikkes.com\/?p=12306","title":{"rendered":"Spielzeit einkaufen"},"content":{"rendered":"<div class='e-content'>Mac Schwerin is right: <a href=\"https:\/\/www.instapaper.com\/read\/965162270\">Advertising Isn&#8217;t Storytelling<\/a>. Und es er sagt auch, warum. Es liegt nicht nicht an uns, es liegt am Kunden. Weil:<\/p>\n<blockquote><p>\n  In 2017, whether a company thrives or struggles, its story is usually one of acquisition, scalability, and creative accounting. That\u2019s not necessarily an indictment. But it does make CMOs who extol \u201cauthenticity\u201d sound faintly ridiculous. Odds are good the brands they champion are one of a vast constellation of similar companies in a private equity fund or holding company portfolio, steered by the same market forces as their corporate kin.\n<\/p><\/blockquote>\n<p>Also zumindest an den Gro\u00dfkunden bzw. deren absoluter Austauschbarkeit. Wenn schon die Geschichte, also Historie der Firma oder Marke nicht (mehr) originell ist, dann kommuniziert man was? Eine eigene Philosophie, ein <a href=\"https:\/\/www.google.de\/search?newwindow=1&amp;dcr=0&amp;source=hp&amp;q=brand+manifest\">Manifest<\/a> gar? Egal, ist ja irgendwie alles Content, nicht wahr? Da kann man sich auch mal Zeit lassen und etwas auserz\u00e4hlen, wenn es nur hochwertig gemacht ist.<\/p>\n<blockquote><p>\n  Conflating advertising with storytelling doesn\u2019t set a high bar for quality; it commits a category mistake, dooming creatives to work with the wrong set of tools. The real power of advertising is in its interactivity.\n<\/p><\/blockquote>\n<p>Schwerin behauptet anhand einiger Beispiele, da\u00df a &#8220;good print is more like a game than a story&#8221;. Google wiederum r\u00e4t Agenturen, die kurzen <a href=\"https:\/\/www.thinkwithgoogle.com\/advertising-channels\/video\/clinique-bumper-ads-strategy\/\">Bumper Ads als Print-Anzeigen<\/a> zu denken. Und ich mu\u00df sagen: So ist es.<\/div>\n<div class=\"syndication-links\"><\/div>","protected":false},"excerpt":{"rendered":"<div class='e-content p-summary'>Mac Schwerin is right: Advertising Isn&#8217;t Storytelling. Und es er sagt auch, warum. Es liegt nicht nicht an uns, es liegt am Kunden. Weil: In 2017, whether a company thrives or struggles, its story is usually one of acquisition, scalability, and creative accounting. That\u2019s not necessarily an indictment. But it does make CMOs who extol [&hellip;]<\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"mf2_syndication":[],"cybocfi_hide_featured_image":"","webmentions_disabled_pings":false,"webmentions_disabled":false,"footnotes":""},"categories":[113],"tags":[2256,2255,1750,145],"class_list":{"0":"post-12306","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-reklamierung","7":"tag-advertising","8":"tag-adweek","9":"tag-storytelling","10":"tag-werbung","11":"h-entry","12":"hentry"},"_links":{"self":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts\/12306","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=12306"}],"version-history":[{"count":4,"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts\/12306\/revisions"}],"predecessor-version":[{"id":12310,"href":"https:\/\/drikkes.com\/index.php?rest_route=\/wp\/v2\/posts\/12306\/revisions\/12310"}],"wp:attachment":[{"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=12306"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=12306"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/drikkes.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=12306"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}