Here’s a duplication of my latest post over on the WOM vs. Advertising group blog:

I’m a WOM believer. We’ve been preaching it for a long time, and it’s great to see this “new” movement happening and be a part of it.

But when it comes to those people that say that traditional marketing and advertising is dying, I don’t completely buy that. I think its effectiveness is dying, but it will always be around - and (gasp) useful to some extent.

How will it be useful? Because when a new product is coming or is launched, mass media is the best way to let people know about it - and start conversations. This is awareness - not credibility. For example, when a new car is going to be launched, like the Pontiac Solstice, we see images of the new car everywhere. Yes probably too many places, but those images on the TV, billboards, etc, spark conversations. “Hey, have you see that new roadster that Pontiac is coming out with?” And a conversation will probably ensue about what’s been said about it, etc. So, in this case - and in many other industries - traditional advertising can spark a conversation.

Now take that example, couple it with a smart WOM movement and it’ll be much more effective - even to the point where GM didn’t have to spend as much money on the advertising campaign. Yes, just seeing them on the road will start conversations, but putting it on your TV screen gets the awareness part of it going faster. Not the credibility.

Like I said, I’m a WOM believer. But the idea that traditional advertising is becoming extinct is something I don’t necessarily agree with. It will, however, have to evolve.

Bruce Mau is someone I want to meet. It’s not enough that he runs a place called ‘The Institute Without Boundaries.’ (I’m inspired just typing that title) A few months ago I had the great fortune to be in Toronto at the same time as his Massive Change exhibit. I wish there were a way to explain how completely mind-boggling it was to wander through those rooms staring at where we’ve been and where we’re going. For example - the image behind the Massive Change title (it’s hard to get the true scope of it online)… that’s an illustration of the internet. Yeah. The other picture that blows my mind - it’s worldwide flight paths. (click the first link at the bottom of the page) At any given time, there are 300,000 passengers in flight. Like right now.

Mind blown yet?

The main mission line of the exhibit - and the whole project - is “It’s not about the world of design. It’s about the design of the world.” The responsibility that comes with that declaration is staggering. I think that this exhibit and the book by the same name should be required not only for all creative folks, but for all humans. It illustrates how connected we all are - how much we owe one another. It not only inspires a sense of awe in all that we have accomplished, but it’s incredibly humbling to see how far we have to go.

And what does this have to do with anything? Well, I think it’s easy to get tunnel vision - so any chance to watch how other people in other fields are seeking innovative solutions to old and new problems is a GREAT opportunity. I think that cross referencing is one of the most unsung creative tools.

The Word of Mouth Marketing Association is takin’ it to the streets in NYC on September 28th. The gloves are coming off for a one-day summit about WOM vs. Advertising. CEO Andy Sernovitz is leading the charge and is inviting CMOs, agencies and generally curious folks to the Big Apple to play for the day.

Yes, we’re a member and yes, we’ll be there. If you’d like a discount code, then email me and it’ll be yours.

By the way, our own Justin Gammon designed the boxing poster for this event - thanks, Justin!
(We’re a multi-talented bunch, eh?)

Also, WOMMA has started a group blog leading up to the conference, which we’ve been asked to contribute to. You can find it here.

Be sure and say hello to us in NYC!

(Transparency: Brains on Fire is a member of the Word of Mouth Marketing Association and Andy has asked us, among many others, to post this information on our blog.)

I’m new here. I mean, I’ve worked here for two years, but new to the whole blog thing. So, just to get things started…

I hate the term ‘Account Planner.’ Technically, that’s what I am, but I really hate that title. Whenever I told people that’s what I was doing, they said, “Oh great! You were always so good with numbers!”

True… but irrelevant.

So we decided to rebrand account planning - BOF style. And frankly, it comes at a very interesting time in account planning anyway. Across the board, the role of account planners is changing and growing into something kind of exciting. (Check out the “What’s Next For Planning” article on the APG website.) So we took that opportunity to really look at account planning and we decided that the essence of the position is questions - finding the right ones to ask of the right people, and interesting ways to ask them. And, since ‘Question Chick’ lacked authoritative zing, ‘Curiosity Officer’ was born. Curiosity is kind of a neat word, when you think about it. It’s active - it evokes that sort of wide-eyed, Zen Beginner’s Mind where everything is possible and waiting to be discovered. And that’s how we approach insight here. We can’t go in with all the preconceived stereotypes and assumptions. You’ve got to walk in with questions to ask, not answers to confirm.

So… there you go. A brief intro to me and my approach to what I do here.

Nice to meet you.

Not to mention it’s been here in town for more than 20 years. And, yes, you guessed it - they’ve never run one ad. Ever. No website, either.

How do they survive? They have the best sandwiches, soups and desserts around. It’s a limited menu and limited seating with phenomenal, remarkable, affordable food that can’t help but be talked about.

(Be sure and try the roasted red tomatoes and Caesar salad on flatbread. Wow!)