Frontline 11.2004 dvd
* 6 big holding companies including Publicis, Interpublic, WPP, omnicom
* well established: saatchi & saatchi, j walter thompson; cf. parco, the media kitchen
* url: the word lab, acxiom (narrowcasting to segment-types, db mining) little rock AR, (mag) advertising age
* minute 28:45 uncertain of effectiveness... [what questions to ask, what answers to seek, how to know that you have indeed answered the question] What is sticky.. Engaging ....carry over
* a consumer's basice need for Community, Narrative, Transcendent glimpse or experience... Create a meaning system
* a brand loyalty that one can borrow or try on; an experience enabler... Utter devotion in which loyalty (emotion) goes beyond reason. Book: Lovemark [not trademark]
In sum, the best marketing will "induce the person to persuade her or himself."
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