The
Battle For Coca-Cola
Rages On.
Ain't
Nothing Like
The Real Thing, Maybe.
I
Don't Mean To Say
I Told You So, But...
Are
Consumers Smarter
Then We Are?.
The
Four Great Myths
Of Global Branding.
Mr
Bevis Butts Heads
At Mitsubishi
The
Best Laid Plans
Of Mice And Men.
Dare
to Be Great:
The Mad Genius of "The Matrix"
Mitsubishi's
New Marketing Boss
Out Of The Frying Pan.
Concept Is Stronger Than Fact.
Value
Perception In A World
Gone Mad With "Cool"
The
Future of Advertising
The Brand
The
Future of Advertising
The Targets
The
Future of Advertising
The Grid
The
Future of Advertising
The Swarm
Technology
Making The Message
Meaningful
The Only Business That Matters Is The One You're In.
What
Ever Happened To The
Big Idea?
The Post-Advertising Era Is Here
Confessions Of A" Liar For Hire"
Good, Bad and Ugly At the Moment of Truth
A Post-Advertising "Big Idea".
The Value Of A Paying Pustomer.
Emergence Of the "Empire of One".
All customers Are Created Equal
Playing God An Other Atrocities
the
City That Spawned
The Age Of Advertising..
Fear And Self Loathing In Advertising.
The Greatest Success Metric Is Sales.
Foot In (Word Of) Mouth Disease
In
the Begining, There Was The End.
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Resolution, Schmezolution. I don't really believe in making New Year's resolutions because like most ego-manical creative types in advertising, I figure that there is very little need for altering perfection. O.K. maybe I could stand to reduce that perfection by five or six pounds, but other then that, what's the point? That said, now that I am poised at the threshold of starting yet another advertising agency, it dawned upon me that advertising agencies are as far from perfect as you can get in the world of business. In fact, as business models, the advertising agency is probably the poster child for "dysfunctional" among every other category of business. So why not start off with some resolutions of what NOT to do in the "First Agency of the Post-Advertising Era? |
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One thing is for sure. Nobody needs any more campaigns that use Boomercentric Oldies to deliver the sales message all wrapped up in a tidy little tagline/chorus. I resolve to never use a music track that is older than MTV. And what about those typefaces that go out of their way to be ugly? I resolve to only set every ad in Futura Bold or Goudy Oldstyle. Then there are all of those horrible play on word headlines. What is up with that? Punvertising? I resolve to never write a headline that has more than one meaning. |
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I love the "True Cool" story. You might be flattered to know that i got several e-mails that were all about "You know you have the "True cool" if you..." None of the ones that were written were any cooler than yours.–Beth G. NYC The Tru cool is never caring who cares about what is the True Cool.–hw |
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Then there is the whole celebrity endorser schtick. Why do I need somebody who is famous to provide interest to a product.? Damn product should be able to stand on its own two feet (without dancing). I resolve never to hire any body who is more famous than me to sell my client's products. And by no circumstances will Iteach said products to dance. And don't get me started on these multi-million dollar commercial production budgets. I saw an AT&T commercial the other day that showed two suns rising over the planet. Supposidly the budget for this spot was $12 million bucks. They could have put that money into upgrading a few more switching facilities or installing two dozen more microwave antennas, and done a lot better by their customers. I resolve to never spend more money on a commercial then I would spend on a new house. Everybody complains about "too much copy". I believe the more you tell the more you sell. But I could be wrong. Therefore, I resolve to never write anything longer than eight paragraphs. Including this column. Ta-ta.
Stay tuned.
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