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.
October 17, 2017 in Marketing
Mitch McConnell recently accused President Donald Trump of “excessive expectations” with regard to the speed at which democracy moves. As a brand planner I kind of like excessive expectations. The right brand strategy can snowball into many more business accomplishments than most marketing directors would ever agree to. I like to load up on business […]
If I say Las Vegas shooting you know what I mean. If I type “Las Vegas sh..” into Google, it auto defaults. In 5 years if I say Mandalay Bay Resort and Casino are you likely to think of the same carnage? Hopefully not. The words “nine one one” have a very different meaning than […]
October 13, 2017 in Marketing
The two fundamental components of strategic marketing are the brand plan and the marketing plan. Most companies have a marketing plan. They also have brands. Not always to they have both. The marketing plan is viewed through a lens of “making money,” as it should be. Each tactic, event or channel strategy is gauged by […]
October 12, 2017 in Marketing
The Boy Scouts of America are getting ready to allow girls as members. Bravo. Or should say Brava? Legislating inclusion is very American. If girls want to join the Boy Scouts and their parents agree, go for it. Jealousy, bullying, sexual harassment and other injustices are going to happen regardless of age, dominion or organization. […]
October 11, 2017 in Marketing
I first heard of Masayoshi Son, head of international conglomerate Softbank, in 2,000 when he purchased Ziff Davis. Since then he has been quite busy. His new big care-abouts are Artificial Intelligence and Robots. He has always been cutting edge – some hits, some misses – but the man is paying attention. And the man […]
October 10, 2017 in Marketing
More and more, technology startups are being purchased by multinationals to help large ships chug into the future. Owners in hot categories like self-driving cars, streaming video and alternative energy are cashing in daily as billion dollar companies purchase their intellectual property. It’s a tech thing. The purchased companies are small, 8-15 people, so prices […]
October 9, 2017 in Marketing
If you say it be it. If you say it prove it. If you say it do it. Branding words to live by. Every brand needs a claim or promise. The power and relevance of the promise is why companies invest in a brand strategist. Sadly, many brand promises are simple ad taglines. The one […]