Brand planners love the future. Almost as much as they love the past. Google is introducing some type of campaign or game or something today at South By whereby it’s mashing up some old school ads form the 60s with new school media. I’m sure it is going to be lovely and may even sell a little Coke, Alka-Seltzer and few Volvos — participating brands. Hopefully, the effort will sell some Google thingies.
Planners — and I’m one of them — love the future. Do things that have never been done. Build new categories. Break new use-case ground. Design ideas that are future-proof. Plan “beyond the dashboard” as I like to call it.
But what’s wrong with today? Today is not sexy for most. Today is boring. Or is it? Retailers and those focused on retail marketing are all about today. And they are so amped it’s scary. Zimmerman Advertising is a retail advertising specialist and they’re not too famous, but they could be. They are all about the now and have had long-term success. Cash registers are their mana.
The past is gone. The future never arrives (Remember being a kid in bed on Christmas Eve? That was some existential shizz, no?) “Now” is what’s up. Sell more now. Today. Plan for today. Peace!