A number of years ago I subscribed to an advertising magazine called Lurzer’s International Archive. It showcased the best ads in the world every month. I often found creative people thumbing through Archive looking at pictures and ideas inspiration.
M advertising work in those days was in technology. Often with Bell Labs engineers. When they didn’t have an answer they would call-a-friend. Sometimes at Bell Labs, other times at PARC, a Xerox research lab in Palo Alto. Back then engineers were a collegial bunch and helped one another. I loved this science-first worldview. Ad guys and girls would never have reached out to competitive peers to help solve problems.
Now I’m a brand strategist. We are more like Bell Labs engineers than creatives. The science of strategy, for many, comes first. Thanks to social media platforms such as Stack and Facebook, strategists can post questions and have 10 answers by noon. It’s wonderful. Looking for a framework for behavior change? You’ll have editorials, white papers, snark and frivolity from around the world.
Social business design today offers an exciting openness.
It’s a human trait. So is jealousy and greed. Openness is winning me thinks. Enjoy.
March 16, 2018 in Marketing
The problem with most brands is that they are skin deep. Products and services with derma measured only in millimeters. No depth. No real rational and emotional meaning. Why is that? Because brand building today is too randomized. No real brand plan. No organizing principle driving long term, meaningful KPIs. Sales and revenue are all […]
March 15, 2018 in Marketing
It’s great that Walmart wants to create greater shareholder value by getting into the groceries-to-the-home business, but I’m not so sure it’s good for the planet. I recently spoke to a younger mom who energetically juggles her work and family lives — she uses Walmart’s delivery to the curb service. She drives to Walmart and […]
March 14, 2018 in Marketing
I love this quote I wrote a few years back for a presentation to Gentiva Health Services, now owned by Kindred Healthcare: “Campaigns come and go, a powerful brand idea is indelible.” It’s so true. Ad campaigns get tired. Were I to guess, I’d venture the length of an average ad campaign is 2.5 years. […]
March 13, 2018 in Marketing
I’ve read a number of pieces by brand planners who advocate “question everything.” Look at a problem, then look at it from many other directions. Point-counterpoint. Question everything was driven home to me early in my career with McCann using AT&T’s heavy-handed reliance on consumer research and message testing. It was healthy to listen to […]
March 12, 2018 in Marketing
It’s hard for me but don’t want to get into politics when I talk about Meredith Corporation, the venerable magazine publisher – so I will leave the Koch Brother’s backing of Meredith’s purchase of Time Inc for another day. I will however dig into a bit of the Meredith brand. […]
March 9, 2018 in Marketing
I read something smart in an account planners group on Facebook yesterday about targeting. It suggested you have to refine the brand target so as to make a more compelling message. When creating your brand claim, you don’t want to address the entire consuming pop. Not everyone will like you. You have to find the […]
March 8, 2018 in Marketing
I so love what I do. (To many “I”s?) The job is learning. Then processing. Then assembling. And lastly, writing a little poetry — whiich becomes the brand claim. For years in the business as a pseudo strategist I wrote briefs as an advertising account manager. My selling ideas lacked soul. The briefs were fodder […]