Sure, right now it’s 93 degrees (in my neighborhood) and Christmas is a whole 156 days away, but I can almost see all of the commercials now. Don’t they start airing some time in September?!? And shortly after, my kids start communicating with every sentence starting with, “I NEED…”
It’s as predictable as the tides. What do you do?
The Child’s Mind And The “Want vs. Need” Paradigm
About mid October, when the kids finally succumb to the hypnotizing din of “New and improved this…” or “Now with 3D and smell-o-vision that,”I stop making lists and start asking two simple questions.
“How many do you actually NEED?” and “Do you really NEED that… Really?”
“… or is it that you just ‘WANT’ it?”
That usually stops the munchkins mid-sentence like they’re hoping not to be caught for audibly farting. But what it really does is open the door to a more reasonable conversation centered on the “Want vs. Need” paradigm. (No, my kids don’t use the word “paradigm…” yet, but it works…)
The Nightmare Of The Perpetual Christmas And The Ever-Elusive Groovy Doohickey
In the marketing world, Christmas comes on almost a daily basis. Day after day, week-in and week-out, clients approach their marketing teams with stars in their eyes and dreams of some ever-elusive groovy doohickey that’s going to revolutionize the industry. And day after day, week-in and week-out, advertising agencies, marketing boutiques, freelancers and consultants alike accommodate them like Daddy Warbucks on Christmas morning. But should we really?
What would happen if the advertising agencies, marketing boutiques, freelancers and consultants asked one of two simple questions?
“How many do you actually NEED?”
Has the affect of the last 40 ad-hock attempts at knee-jerk marketing been successful? Have you taken the time to let a strategy take hold? Will another direct mailer or another sales spot on every radio station in the city really make it better? Doesn’t it eventually all add up to more noise?
OR (my favorite) “Do you really NEED that… Really?”
Too many companies are out there listening to “gurus” preaching on everything from social media and branding to voo-doo for solutions to their marketing woes. Maybe it’s not the next groovy doohickey that your marketing needs.
What would happen if we treated our customers like children? Would they listen? Would they walk away? Could you do it? Maybe some of you already have (I know some of you and it’s true).
Food for thought…
Keep Cooking (the bravest decisions for your customers – whether they like it or not.)!
Andrew B. Clark
The Brand Chef
Our pledge of allegiance mentions something about being “One Nation,” and being, “Indivisible,” right? Unfortunately, it’s been so long since I’ve heard it, I may have to check my facts on that.
After watching the State of the Union address, I had to reflect on how, with ironic timing, President Obama’s points called out the divisiveness and partisan wrangling that has burdened our government. Opening his speech, he offered a basic testimony to the past struggles our nation faced and how solutions were made:
“And despite all our divisions and disagreements, our hesitations and our fears, America prevailed because we chose to move forward as one nation, as one people.”
One Nation… Right?
I sensed his frustration. His pleas to each side of the isle were compelling.
“To Democrats, I would remind you that we still have the largest majority in decades, and the people expect us to solve problems, not run for the hills. And if the Republican leadership is going to insist that 60 votes in the Senate are required to do any business at all in this town — a supermajority — then the responsibility to govern is now yours as well. Just saying no to everything may be good short-term politics, but it’s not leadership. We were sent here to serve our citizens, not our ambitions. So let’s show the American people that we can do it together.”
And here’s how I turn this into a post about marketing…
As I listened to Obama, I almost felt as if he’d read my last blog post about good branding being in the eye of the beholder. (President Obama, if you’d like to comment, that’d be great!)
My underlying plea from that post was about being stronger as a marketing communications community. It was about stopping the finger pointing and accusations of inadequacy. It was about stopping the abuse of those trying to do good for their clients and being more aware and supporting the community we all try to make a living in.
Whether you consider them a competitor, a colleague, an associate or even an enemy; solely pointing out what’s wrong with a campaign, plan or design does nothing productive. Does it offer benefit to your clients? Does it offer benefit for their clients?
How does it reflect on your own brand?
So, for those of you working in, for, around, or on behalf of a client – ANY client, maybe this will help:
“I pledge allegiance to the Brand and the value proposition of our Client; and for the return for which we aim, one agency (or Nation), under God, caffeine crazed, with creativity and reward for all.”
Say that every morning, with your hand over your heart, as you stare at the coffee maker. Maybe it will help remind you that we’re all in this to support the clients and our community. We’re all in this to make a better world for our children. But most of all, we’re all in this together.
One Nation…
Keep Cooking (TRUE benefit for all)
Andrew B. Clark
The Brand Chef
In the marketing world, Christmas comes on almost a daily basis. Day after day, week-in and week-out, clients approach their marketing teams with stars in their eyes and dreams of some ever-elusive groovy doohickey that’s going to revolutionize the industry. And day after day, week-in and week-out, advertising agencies, marketing boutiques, freelancers and consultants alike accommodate them like Daddy Warbucks on Christmas morning. But should we really?
