Don Draper Analysis

Don Draper was a television character on the AMC show Madmen. The whole show was based around men working at an advertising firm on Madison Avenue in New York City, hence the name Madmen. In the show, Don Draper was the best at it. All he had to do was think of a catchy line for an ad and create a connection with the client and they were putty in his hand. For the longest time, since I was an avid Madmen watcher, I believed that is all you needed to market a product, the Don Draper method. However, after watching Bernadette Jiwa’s presentation, Marketing is not a Department, I realized how wrong I actually was. Bernadette Jiwa is a marketing guru that has come out with many books on storytelling and marketing. Jiwa’s presentation was

Jiwa discusses many different terms involved in her new method of marketing like “standing in their shoes” and getting a person’s “heart share”. She said Apples was able to get to peoples “heart share” at first through the Apple Stores, which makes sense. When I was a little kid going to the mall, I could not wait to go to the Apple store and play on the computers there and hang out in the futuristic store. Nevertheless, Jiwa mainly discussed the “difference model” an idea of her own creation. The point that stood out to me the most in the “difference model” was the first part “truth”. It was profound to me because the idea of “truth” is in order to successfully market a product the product needs to be something consumers care about. That way the marketing is baked into the product. When Jiwa talks about Uber, for example, she discusses a product that realizes people were tired of normal taxi services, so they created a way they thought as consumers they could solve it. As she said in the presentation, the product did not disrupt the industry it disrupted

Even though Jiwa is well known for her opinions on storytelling in the business world, I already had an understanding of this. I am very interested in professional sports uniforms and the design of them, which helped me understand the storytelling in the business world. Whenever a company like Nike came out with a new uniform design for a sports team, there was always a story behind it. Whether these points harkened back to old uniform design or looked to future, Nike always tried to create a narrative. Although many uniform critics think these narratives are over done, it definitely reaches out to the average sports fan and shows that Nike cares about them. To an average fan the thought that Nike puts into the uniform designs shows them how much they care about them as