(at least one of the following):
- A Benefit (service, incentive, feeling)
- Entertainment (games, videos, etc.)
- Shared Passion (charity, affinity, point of view)
- Inspiration (change)
Colin Drummond reminds us that the word “interactive” usually gets confused with the digital realm, and that we should stop focusing on the technology, and rather the broader idea of creating interaction. Conversely, the crossover of planning should extend to deliver insight to drive smart thinking and development across disciplines.
Yay.
Actually, Leonardo Da Vinci wrote that headline.
I have always felt that the majority of marketing fails because it becomes overcomplicated. Perhaps that’s a cynical view, but it could also be true. What else do you expect when you build a marketing team to sit around and dream up strategies and tactics with the pressure of the company’s success on their shoulders. They over-think, over-analyze and consequently loose site of the big picture. This is how you design the new Pepsi logo to reflect the sun’s gravitational pull, develop New Coke or introduce the Pontiac Aztek.
Seriously, marketing is not that hard. Listen to your consumers. I swear that common sense and intuition are the strongest virtues a marketer can have. Maybe we’ll get there as marketers continue to adopt transparent, two-way conversations between consumers and brands or just give them the keys all together.
Obviously the big question has been whether or not consumers will adopt a more thrifty lifestyle following the depression. Lots of support has pointed in the direction of “yes,” but this (personally more realistic) article speaks to that hope being more of a short term. Will be interesting to see how it pans out.
Been meaning to post about this for a while, but Levis has a new campaign called “Go Forth” which I think is pretty powerful. I’ve never gotten into Levis, but my understanding is that the brand has always stood for individualism back in its day and it seems to stem that positioning down to the next generation.
Some print examples can be found here, and they’ve tied it back nicely to their website as well to encourage participation.
Part of me finds the messaging a little cliché, but at the same time, it seems smart and bold to leverage the current feelings and attitudes youth have towards our country. Nice way to make their positioning relevant. It’s an interesting way to make Levis part of that redefinement of the young individual and a “New America.”
Maybe it’s just me, but the execution of this spot really sold me in. It felt bold and action-calling. For once, I actually wanted to check out the website. And as a marketer, I was inspired because it made me think about the level of activation we need to be considering when we aim to engage our clients’ audiences.
Not sure what it does for you, but I’m a fan at the moment, and so is this guy. Hat’s off to Wieden & Kennedy Portland.
