Boss Talk by Wall Street Journal
Author:Wall Street Journal
Language: eng
Format: epub
Tags: Nonfiction
ISBN: 9781588362193
Publisher: Random House Publishing Group
Published: 2002-02-06T00:00:00+00:00
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Five Lessons from Kevin Roberts on Advertising and the Web
1. Remember that no medium has ever replaced another. It isnât either-or. Newspapers and radio survived the arrival of TV, and TV will survive the coming of the Internet.
2. Great brands are about relationships, not just information. Internet advertising must have mystery and sensuality.
3. Online agencies and old-line agencies should do what they are good at. They should go on datesânot get married.
4. Welcome back the kids who defected to dot-coms. Theyâll come back wounded but smarter.
5. Stop obsessing about technology and start obsessing about ideas. The âeâ doesnât stand for electronic; it stands for emotion.
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