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.
August 16, 2017 in Marketing
I love Christopher Walken. I’m beginning to appreciate Justin Timberlake. And I’m a huge fan of healthier-for-you foods. Brands are my thing and as an ad rat, my senses are heightened during the Super Bowl. All of these things converged during the Super Bowl of 2017 with the fruit drink spot featuring Messrs. Walken and […]
August 11, 2017 in Marketing
It has been a while since I watched my technology hero Robert Scoble on a video. He disappeared for a while, doing some Augmented Reality work, writing a book and living his “real world” life. Also he somewhat replaced Scobleizer.com with posts to Facebook. Anyway, I received an email from him today promoting a newsletter […]
August 10, 2017 in Marketing
I’m not sure when it happened, but at some time during brand planning career I began looking at assignments with the glass half full. Prior, there were a number of categories I walked into and start to twitch. “How am I going to learn this stuff? It’s too complicated. It’s dense and unappealing. Healthcare was […]
July 27, 2017 in Marketing
My friend, Roy Elvove is EVP Worldwide Communications at arguably the best ad agency in the world, BBDO. But to meet “Doc,” as his wife and friends call him, you’d never know he holds such a lofty job. He has worked at BBDO since 1999 and never, ever taken the spotlight off of BBDO, it’s executives, […]
July 24, 2017 in Marketing
I was a judge yesterday in the Griffin Farley Beautiful Minds completion. Mr. Farley was a BBH strategist who succumbed to cancer at way-too-early an age. The competition, and he would, likely, never have used the word competition, is a legacy built upon his nurturing of young planners. Clearly a beloved man. The showcase reminded […]
July 21, 2017 in Marketing
In 1974 JWT London’s Stephen King wrote a Planning Guide. Thanks to Julian Cole of Bee Bee Do (BBDO) for sharing it today. The JPEG below summarizes nicely how a brand works, based upon Mr. King’s constellation of “appeals.” This is a smart boil-down of what a brand is, why it works, and what it needs […]
July 20, 2017 in Marketing
If you read the previous What’s The Idea? post you’ll know I’m thinking about building an implementation phase into my brand planning engagement process. The idea is to become a brand supervisor at the client company for a couple of months to manage adherence. This, I know, is likely to go poorly unless handled with […]