| Our philosophy: change or die. Our philosophy doesn't get any more complicated than that. It's a whole new world out there. There are no consumers any more. There are only people --people with no time to watch your commercials or listen to your sales pitch. People who just want to be entertained. That makes them the Audience, not your audience. To consider them yours, you have to earn their interest. It is our job here at GASP to help you become one with that audience. We know that audiences are perpetually bored with everything the sponsors, agencies, networks, studios, record labels and publishers put in front of them. They live by one word and one word alone: "next"! At GASP, we make it our business to know what next is. We create entertainment that solves business objectives while engaging the Audience. Our products change with the wants, needs and desires of the Audience because we listen to everything they have to say and change our work accordingly. We help our clients learn to do the same with their brands and their products. Our clients know that if their brand is not adaptive to the Audience it will become irrelevant and it will die. The Audience is immune to branding as usual. Advertising is meaningless to them. The only thing that counts is new . And new has a shelf life of minutes, not months. The Audience does not believe anything you say. They want a second, third and fourth opinion on everything before they buy. You cannot engage them with your product. You must engage them with your actions before they will consent to becoming your audience. What does your company stand for? Do you share a common interest with members of the Audience? GASP believes that if your message doesn't fit into one of these four categories-- 1) family well-being, 2) financial growth, 3) personal development or 4) fun and escape--then the Audience won't care. Your so-called "competitive advantages" and "product differentiators" are just another "whatever" to them. Need some examples? How about Starbucks. Starbucks knows that teachers drink a lot of coffee. So Starbucks made a movie about a spelling champ. Or Patrón tequila. Patrón got their name into rap lyrics. They're now the hottest tequila on the market. But on the flip side, traditional advertising is dying a horrible death. Take Chevy Trucks. Their TV spots celebrated the American worker. While the spots were running, they made headline news by laying off 30,000 employees in factories across the U.S. Where is GM in sales? Ouch. This all comes down to one thing: change or die. It's up to you to gain the interest of the Audience. Are you ready to become an Adaptive Brand, or are you ready to become history? |
