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.
July 12, 2018 in Marketing
In the toast at my daughter’s wedding I plan on sharing a smidgeon of marital and parenting advice. A brand planner by trade, I make a living observing behavior then packaging it into small, memorable bits of advice. Toast advice number 1. Don’t use the “H” word. Both my kids should remember this one; it’s […]
July 11, 2018 in Marketing
I’d like to say when it comes to brand planning my philosophy is “listening” but it’s not. Many will tell you the best cultural anthropologists are listeners, observers and silent recorders of behavior. They are. Many brand planners today are expert listeners but not all see. Watching confirms what the ears hear. Observing can add […]
July 10, 2018 in Marketing
My baby girl is getting married in a couple of months and I’ve been wondering what to say in the toast. Stuff about her? Everyone in the room knows her. Stuff about her soon-to-be-husband? Many will know him better than I. Should I lead with a joke? I’m funnier extemporaneously than when I write material. […]
July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]
July 5, 2018 in Marketing
Kandee Johnson is a supratypical “Posters.” Different than a Paster, a poster is an original content creator on the web. I first ran into Kandee while researching an assignment on Plus White teeth whitener, a national consumer brand out of New Jersey. Kandee was a blogger and vlogger with an amazing following of young women. […]
July 3, 2018 in Marketing
The most powerful cognitive trait on the planet is learning. Animal’s learn where to feed. Insects learn how to procreate. Children learn to associate pain with danger. Learning is everywhere. Except in brand strategy. At What’s the Idea? learning is a fundie. It has been a peeve of mine for years that most advertising is […]
July 2, 2018 in Marketing
Google is an interested animal. I play it like a violin, but it takes practice. The key to using Google to your advantage lies in selecting and posting phrases. Unique phrases. Ehr-ee-body plays in keywords. Phrases, however, are ownable. To start, find what you feel is a meme-able phrase and post it to your site. […]