I wrote Friday about the new Cadillac campaign, sight seen. My qualm was actually with the quote by Publicis’ CEO who intimated image, not car sales, was the point of the work. I get image. It’s an important got-to-have, but it’s not the primary reason for advertising. Image and an on-brand strategy message are imperatives. Not, however, at the cost of selling.
The Cadillac ad I watched last night on the Oscars was lovely. Of the time. Its heart was in the right place. The product manager/client made the agency show, at least, some old Cadillac cars. But how hard would it have been to show a new model at the end of the spot? Even grayed out a bit? As mentioned Friday, Cadillac’s challenge the past couple of years has been inelegant car designs. Not showing the new model car almost makes me feel, it’s still a challenge.
Then Cadillac ran another ad introducing the Escala. (Watch the second commercial on YouTube link above.) It’s product first. Product forward. And the car design is huge. Exhilarating. These two execution could have ben combined a la the “Imported From Detroit” spot from years ago. That would have been some ad craft.
June 15, 2018 in Marketing
It only takes one meme to move a market. I’ve been in advertising, communications and marketing since 1978 (Geezer) and know one of the quickest ways to success is a big communication idea that captures the interested of the masses. If you capture consumer attention, they will sit still long enough for you to deliver […]
June 14, 2018 in Marketing
Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.) Brand strategy is integral to marketing. As such, all […]
Here’s an exercise for brand planners. I read this morning that when president Richard Nixon prepared for a summit in China to meet Mao Zedong, he created a checklist. What do we want? What does China want? And what do we both want? Each question had three answers. Brand planners should ask themselves the same […]
June 11, 2018 in Marketing
I’m always on the lookout for new questions to use in brand discovery. I rely on a fairly static battery of questions for company stakeholders, who provide the business foundation for my consumer questions. (Consumer questions are way less static.) Truth be told, the company is paying the bills and approving brand recommendations so they […]
June 8, 2018 in Marketing
I hate to pick on Memorial Sloan Kettering Cancer Center and its ad and web agency. MSKCC does such important work. It’s a brand with some of the greatest promise in all of brand-dom. Healing. And had the organization not developed a great brand promise “More Science. Less Fear,” I’d have probably let them […]
June 7, 2018 in Marketing
There has always been a tension in advertising between strategy and creative. The best creative ideas, creative people will tell you, come from coloring outside the lines. Think Different, to quote TBWA Chiat Day and Apple. The creative mind flourishes without bounds. Strategy people like lines and organization. We love creativity, but our day job […]
June 6, 2018 in Marketing
My LinkedIn profile lists me as a Brand Strategist. That’s the “Is” of my Is-Does. As for the “Does” I say “Redistributor of marketing wealth.” I use redistributor of marketing wealth rather than redistributor of business wealth because one can redistribute business wealth by buying a company. That’s business and finance, not marketing. Marketing is […]