For next week, you’re going to create an advertising campaign to sell more anchovies in the Basque Country. But first, let’s get some ideas. Here’s a TED talk from Rory Sutherland, who works for Ogilvy & Mather, one of the world’s most successful advertising agencies. He’s talking about intangible value (also called “badge value” or “perceived value.”
1:02 What is intangible value a substitute for?
1:15 What was the engineer’s way to improve the train?
1:46 What is Sutherland’s solution?
3:15 What is his approach to problem solving?
3:55 How did Frederick the Great’s try to increase potato consumption?
4:08 What was “plan B”?
4:46 What did Ataturk want to do? What was his strategy?
5:46 What 2 lessons did he realize?
7:14 Why was the iron jewelry worth more than gold?
8:09 What’s the best example of something egalitarian with intrinsic value?
9:06 How does Sutherland describe the media environment? How has it evolved?
10:10 What is an example of contextual communication?
12:00 What is a great example of adding intangible value without changing the product?
