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.
January 19, 2018 in Marketing
Back a couple of decades ago I wrote a memo to the president of FCB/Lever Katz, an ad agency in NYC, during a new business pitch for the consumer portion of the AT&T account, expected to be a $200 million dollar account. There had been a reorganization of AT&T and the head of the business […]
January 5, 2018 in Marketing
I found a little piece of scratch paper in my pile with this quote on it: “Customers who share your values will be attracted to your brand and are likely to become loyal to your brand and even enthusiastic advocates.” The quote was by Brad Van Auken of Forbes. If you believe this statement raise […]
January 4, 2018 in Marketing
I’ve done a good deal of brand work with startups. It’s not the easiest work but it is exciting because a great deal of the planning takes place “beyond the dashboard.” When I break out the “24 Questions,” (the follow the money questions) there’s not a lot of history to discuss. No last year’s earnings. […]
January 3, 2018 in Marketing
I’ve never used the word inchoate in a blog post before. Its definition is hard to remember, as is its pronunciation. I means “not fully formed” or “partially in existence.” Okay, okay you know where this is going. Am I that transparent? Most brands use inchoate brand strategy. Everyone says that have a brand strategy. […]
January 2, 2018 in Marketing
Brand strategy is, in a word, discipline. I define brand strategy as an organizing principle for product, experience and messaging; that’s all fine and good. But if the paper strategy isn’t actualized by management and marketing, all is for naught. As someone who came up in the ad business, I know that getting work approved […]
December 29, 2017 in Brand Strategy
Before Christmas, I was removing dead strings of Christmas lights from garland – not a recommended pastime – and as the mind wandered I thought of my favorite pastime brand planning. While hunting for the next light in the branches I found that my sense of touch was often more powerful than my eyesight. When […]
November 21, 2017 in Marketing
I was going over some notes taken during a recent WARC webinar presented by (my boy) Faris Yakob and came across a slide on the customer journey. I’m a fan of customer journey having created a facsimile I call Twitch Point Planning. Twitch Point Planning attempts to “understand, map and manipulate a customer closer to […]