As a student of B2B advertising and someone who has made a nice living helping corporations sell technology, services, even processes, I am amazed by how few marketing promises are served up in the tech space. SAP will be the latest such company with a new campaign built around the word “Run.” Ogilvy does the work, and I suspect it will look much the same as its IBM “Smarter Planet” work. One headline from the new SAP campaign is “Run 10 years of numbers in seconds.” A smart brand planner at BBDO once said to me good planning is about poetry, and there is very little poetry in this type of tech advertising – but there are lots of bucks in it.
I’ll tell you what makes companies and countries and planets smarter: Education. Teachers. School administrators who love their jobs. Technology people in inner cities who mine garbage bins to find PCs for students. Parents who care more about their kids educations than watching “Family Guy.” Education moves societies. It moves cultures. Software is nice. Hardware is nice…but it won’t stand in front of a bullet to save your life. People will.
Education is a right in America. Now let’s make great education a right. If we get great education right, we don’t have to worry about “clean technology” and porous borders and religious zealotry. Peace.