"It is difficult to get a man to understand something when his salary depends on his not understanding it."
Upton Sinclair (from: I, Candidate for Governor: And How I Got Licked, 1933)
|It's in our DNA, brands elevate our status and make us look good!|
- Focus first and foremost not on the image or message the brand marketer 'pushes' through ATL, but through the experience of the brand consumers get engaged with first hand via experiential efforts (see bullet-point list near the end of this post).
- Revolve NOT around 'manufactured problems' (P&G's "little pieces of toilet tissue stuck to children's bottoms"), but real benefits that consumers appreciate ("The Swiffer Duster").
- Embrace fully addressable advertising. No, not location-based services (LBS) that serve up coupons to your mobile phone, but advertorials fed to me only for products and services I am actually interested in, that I alone choose how often I want to watch or share.
- Restrict the use of 'social media' exclusively for PR purposes: for listening to how well the brand's marketing efforts are working, engaging dis-satisfied customers in solution-finding conversations, and for offering happy customers coupons/discounts/trial flavours, contest mechanics and advertorial content that can be shared, not pushing brand messages (not ever!).
Here's the Blah, Blah, Blah, "Full Treatise" Part if you have time on your hands..