Everything is 2.0 - the audience's collective intelligence is better than his, everything he says will be out of date tomorrow
Network is everything - and corporations cannot find their way into the network. New media is used to display humanity for corporations who have learned the 2.0 way.
smartypig.com - no bank would have come up with an idea like this
nudo - adopt an olive tree and get your own olive oil
threadless - tshirts
Cool map of TV viewing habits in a household: some guy mapped the way himself, his cat and his daughter moved while watching TV, not a lot of sitting in front of the TV.
this company has the highest view rates on youtube with a fraction of, say, Philips' budget
Marketing is more about storytelling [CPB's creatives say 'bring me a press release, not a brief. how will your idea get talked about?']
How to be 2.0?
- be great (hate something, change something
e.g. method cleaning products
- invest in consumers not in advertising [return to the craftsman?]
- be useful
- be entertaining
- be bigger than your product or service - stand for something
- find your humanity
[Barclay's changed signage - Money in/ Money out, pens with slogans like "Borrowed from my bank", Dove's evolution supported by actual activities, Haagen Dasz - save the bees, Apple and its ad agency asked a fan to do their ads because he'd done great independent work]
- be in the new channels, get ideas from the outside [P&G, Dell]
Obama is a 2.0 politician [and apparently it works too :-)]
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.