What I love about the U.S. government is its design. Checks and balances keep governance fluid. Every few years an election comes along that topples the status quo. As a brand planner I’m always the optimist, always looking for the good. The new regime in the US government was a euphoric cleansing for some and a devastating punch in the gut to others. Let’s hope the euphoric side does smart things. Because this is America and the gut punch side will be in power again. Once the “guts” get over their anger, sadness and disbelief, they’ll be energized like never before and set the cycle of democracy moving again.
This reminds me a bit of the ad agency business. When business is good everyone is happy. Things purr along and growth begets growth. Then stasis and comfort set in. People become complacent and losses occur. It’s Darwinian.
Whether government or the ad agency business, we must constantly manage progress. Not take it for granted. Sharks know this. That’s not to say you have to hump 24/7, but you do have to keep moving with an eye toward the future. Otherwise you allow the rhythm or democracy to take its course. It’s not a bad thing, it’s just a thing.
June 22, 2017 in Marketing
Every brief is a brand brief…that is, until the brand brief is actually written. This is my life. A friend asked for some help with his website. I was paralyzed until I wrote a brand brief. “Can’t you just write copy for the website? Only a couple of pages?” Sorry. A brand consultancy asked me to […]
June 21, 2017 in Marketing
I’ve written tons of briefs. Mostly for ads. The last quarter ton have been mostly brand strategy briefs which create “the organizing principle for product, experience and messaging.” My first healthcare brand brief was for the North Shore-LIJ Health System, now Northwell Health. Fifteen years and 3 agencies later, I’m still excited to hear my strategy […]
June 19, 2017 in Marketing
Home delivery is becoming a retail utility. As we gobble up planetary resources and spit out carbon particulates, smart people are going to realize that multiple deliveries each day make no sense. The US Postal Service, may pass the UPS truck, who drives by the FedEx van to your front door. The Pea Pod man […]
June 16, 2017 in brand agenda
Though I am of the belief that political strategists have a lot to learn from brand planners, I do acknowledge borrowing some tools from politics; for instance, the nomenclature for my “brand plank” framework comes from the political arena. Reading a political story yesterday, in which the word “agenda” came up, I immediately wondered how to […]
June 15, 2017 in Marketing
I like beer. More accurately, craft beer. The wifus was at Costco a few days ago and asked if I wanted a case of Kirkland craft beer. I’d seen them in the store but never paid them much mind. “No thank you” I texted back, but was too late. In the fridge last night looking for […]
June 14, 2017 in Marketing
The rectangular National Geographic logo element, here depicted, is brilliant, simple and iconic. Turn the element 90 degrees and you have a whole lot of nothing. Alter the color a shade and you have a yellow box. This little rectangle in the corner of my TV set last night watching the Sebastian Junger documentary on Syria brought to […]
June 13, 2017 in Marketing
I was on the boardwalk at Rockaway Beach this past weekend and came across this little dispensing display. It was sampled SPF 30 sun screen by Brightguard. “In Situ” marketing is an exciting new addition to the new advertising arsenal. Placing ads or doing sampling in a places of product or service impact is the best form of […]