Davis ThinkingOne ad campaign that resonates with me surprisingly comes from a bank. HSBC’s “Point of View” airport campaign is impactful, open-ended and sometimes humorous. The creative is unexpected and a strong example of a powerful voice, free of industry jargon that stands out from the hum of the marketplace.
This concept of going from macro to micro must be the most significant development brought by the social Web. While in the past, the official position of a company was the *only* public position a company would have, today, a company's public face is a composition. In fact, if it's done its job well, an organization could have a myriad voices, all different, yet all on the same cultural page.
“Information wants to be free.” It’s the unofficial motto of the free-content movement and the populist opinion of a society that lives through and makes a living out of the free information that’s a mouse click away. We’re all used to traveling quite a distance on the information highway without any tollbooths. So for marketers today (especially in an economic downturn where every expenditure is scrutinized), expensive subscriptions to trade pubs have become easy targets for the company chopping block.
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