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Buzzcast #69: David Armano / Dachis Corp

 

Posted on May 4, 2009
C. Werle

 

David Armano, former vice president of Experience Design for Critical Mass in Chicago, just recently joined Dachis Corp agency as a Senior Partner. The agency focuses on social business design. David is a worldwide renowned expert in web 2.0 and social media, so were are very happy and proud to be able to present you this buzzcast today!

David Armano does not believe in the idea that "advertising is dead". According to him there is always a place for "this kind of storytelling" and for really good advertising. However, people consider advertising as not useful because there is so much mediocre advertising around. Brands can use the social space to interact more and not only send out messages. They have to improve both the products and experiences that they provide, provide value, be useful and give people a reason to interact with them online (“be useful, be entertaining, or both”). If a brand creates an extraordinary experience in the digital space people will remember it and tell others about it.

David Armano also believes in the power of "small ideas": do things, see what actually works, and then do more of that. Instead of opting for one big bang idea it is better to have something that you can shape as you progress by allowing your strategy to be flexible. According to David Armano, the big challenge for advertising is to break through the clutter of advertising messages, by using creativity, ingenuity, innovation, and a good customer experience.

This interview was conducted by Gregory Pouy at the Marketing 2.0 conference (co-organized by Vanksen and the Brand Science Institute) held at the European Business School ESCP-EAP in Paris on March 30 and 31 2009.


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1. Tuesday 5 May 2009 attime 06:44, by David Armano :: http://darmano.typepad.com

"just recently created his own agency named Dachis Corp"

Just to clarify, I am an employee of Dachis Corporation (Senior Partner) and the company was founded by Jeff Dachis.

Please correct if possible.

Thanks!

2. Tuesday 5 May 2009 attime 08:39,

Thank you for your comment, David! We have corrected the article and apologize for the misunderstanding.

3. Wednesday 6 May 2009 attime 10:38, by atul chatterjee

Advertising in the next 10 years or so is going to be directed to smaller groups of people especially for the online community. The ’small ideas’ approach is going to be specially useful as you can get it up fast, and make changes quickly. The other area to work with small ideas is to try and bring down the cost of programming.

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