Interesting post on The Kaiser Edition titled The Content Manifesto. Not a manifesto really but a collection of posts from many great thinkers and planners of today. Many of the pieces listed under the manifesto are seminal in the way they see the advertising and marketing business a bit into the future. The thinkers at Kaiser believe that content is the future of advertising and that agencies need to morph into producers of good content. Like what Mother is doing here. Getting started with comics.

There are many interesting thoughts on similar lines out there. None of it better than this presentation by Paul Isakson. Some of the more interesting slides include the way traditional advertising/marketing looked at consumers as being at the periphery of the game, with the product being at its heart. Paul inverses this diagram by simply flipping the arrow making customers move in towards the brand using advertising, CRM, distribution and packaging.

Further on, Paul quotes what he thinks is the new CPB folklore of Alex Bogusky, who tells his people that he does not want to see scripts anymore, but the press release.

Some of the examples of this thinking include the recent Burger King Wopper Freakout. Was it an ad, a commercial, an interaction, an event? It got spoken and written about all over. The Philips BodyGroom work. The online work for Coke, The Coke Zero Game.

As with most modern concepts, there is a section on utility, or branded utility with Nike+, Dominos BFD builder and mobile tracker.

There are some examples of how companies are using new tools to ask consumers what they want. Including the recent My Starbucks Idea.

Paul sums up by finding the definition for new marketing as something that improves peoples lives, as opposed to selling, or introducing people to products and services.