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.
February 24, 2017 in Marketing
The kiss of death for any advertising campaign is when the power brokers at the ad agency and client say “selling product isn’t the goal of the advertising, elevating the brand is
February 23, 2017 in Marketing
Politicians and brand runners need to focus. Find a claim, find your three proof planks, then live your life in their duty.
February 22, 2017 in Marketing
Yesterday I posted on the subject “Twitter Blather Be Gone.” I suggested not using Twitter solely as a business tool to promote oneself…ad nauseam. Yet I post Twitter promoting my blog. Am I breaking my own rule? Nah. If all I did on Twitter was promote myself with 20 tweets a day, that would be different. […]
February 21, 2017 in Marketing
You’ve seen Twitter personalities with an inordinate number of follower. Or those with 100,000 tweets. Are these serious and effective business people or subject matter experts? Often, no. They are all about creating churn on Twitter. And if they do it on Twitter they’re apt to do so on Facebook as well. When I see […]
February 17, 2017 in Marketing
A growing industry is taking hold in the marketing world fueled by one-off new media helpers. Packaged as consultants, they offer social media, website, email marketing and online advertising tactics to those interested in spicing up marketing returns. Check your Twitter feed for 140 character posts that contain primary numbers such as “7 steps to, 5 […]
February 16, 2017 in Marketing
the root cause of powerful brands is training
February 10, 2017 in Marketing
Coca-Cola’s key good-at is “refreshment.” There are few, few things better than a cold Coke on a warm day after a workout. And when the consumer care-about is refreshment, a great product choice is Coke. Remember, brand strategy is about good-ats and care-abouts. Refreshment, rather than, longtime advertising attribute “happiness,” is an experiential, product-based proof. It’s a product […]