tag:blogger.com,1999:blog-7281428715366750186.post8034210496184067423..comments2023-10-01T07:57:28.204-07:00Comments on This Blog Has Moved to http://www.thestrategicguy.com/: The Unmovable Line in Brand PromotionMarc Hausmanhttp://www.blogger.com/profile/13654354560113862550noreply@blogger.comBlogger8125tag:blogger.com,1999:blog-7281428715366750186.post-57167852812108673632009-09-09T08:08:46.987-07:002009-09-09T08:08:46.987-07:00Those are indeed two of the more egregious example...Those are indeed two of the more egregious examples of creative run amok. It seems to me, however, that a significant portion of advertising creative is designed solely for shock with little concern for what comes next. Perhaps "cutting through the noise" is the only thing that matters, but I sure hope not. Relying on Hitler to stand out from the crowd indicates a complete lack of creativity and depth of understanding.<br /><br />For me, there is plenty to dislike about the anything goes school of capitalism - but the one saving grace is that we can all vote with our wallets and with our outrage posted on the web. Companies that cross the line between "attention getting" and "massively offensive" run the long term business risk of getting marginalized and driven from the market for good. Two recent examples of inept brand management, though certainly different in genesis from bad ads - Michael Vick and Chris Brown. The fortunes lost by arrogance and blindness to prevailing "third-rail" issues is truly stunning.Kevin McMahonhttps://www.blogger.com/profile/06043264398530189709noreply@blogger.comtag:blogger.com,1999:blog-7281428715366750186.post-37281367813959672582009-09-08T19:03:08.748-07:002009-09-08T19:03:08.748-07:00Ad agencies continue to push the 'one-size-fit...Ad agencies continue to push the 'one-size-fits-all' communications driven tactical approach to brand building. What is required is an organisation based, geographic focussed, segment driven, integrated strategic plan that understands what value segments require and matching corporate attributes to those requirements.<br />Agencies know this but don't have a clue how to go about it so they create campaigns that push the creative/socially acceptable envelope and hope that the viral campaign will give them the exposure they promised the client.<br />Sadly of course this happens yet all it does is raise awareness but doesn't get bodies through the door.<br />So begins the agency merry-go-round!Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-7281428715366750186.post-21255479451541264982009-09-08T18:58:26.633-07:002009-09-08T18:58:26.633-07:00Well, here comes the kick line. One, two, three, f...Well, here comes the kick line. One, two, three, four: "Springtime for Hitler and Germany . . ." <br /><br />There is a double-edged sword here. We must never forget this monster, and so organizations, museums, literature, films, news, etc., will continually remind us about what Hitler did thanks to the continued dedication of many. <br /><br />Part of the the other edge of all this continued visibility is that his image has become iconic, like it or not. And so what happens is that the reminder of the horrors becomes an image that young art directors or writers want to use to punch through all the clutter in the media, which is rather thick. <br /><br />I don't think that Pol Pot, who was pretty bad himself, or Joseph Stalin, has accumulated as much charisma / notoriety, nor did they look as weird, as Adolf. And I sincerely doubt that any campaign whose theme is based on another exhumation of the Fuhrer is going to seriously move a needle on any sales chart, nor do I think it will reflect positively on any brand that chooses him as a "mascot" or spokes-Fuhrer. <br /><br />Send the creative department to the showers!Anonymoushttps://www.blogger.com/profile/15239573875621237385noreply@blogger.comtag:blogger.com,1999:blog-7281428715366750186.post-24255151166885914052009-09-08T17:16:08.519-07:002009-09-08T17:16:08.519-07:00Going in that tired, cliched direction is a bad mo...Going in that tired, cliched direction is a bad move every time because after the shock value dissipates, it has no residual value and and if anyone thought things through to the end, do you really want to associate your company, product or service with the worst, most heinous individuals in history or a tragedy like 9-11?<br /><br />A few years ago an agency in Southeast Asia used Hitler in an ad using morose humor. Jewish groups were outraged and when the campaign was pulled, the excuse given for using his image was that people would see past the obvious negative imagery and like the humor at Hitler's expense. They claimed they weren't anti-semetic. Needless to say no one saw it that way and the agency came off as being just plain stupid!joelkirsteinhttp://www.aheadofthecurve.carbonmade.comnoreply@blogger.comtag:blogger.com,1999:blog-7281428715366750186.post-13898068491201427342009-09-08T09:22:36.440-07:002009-09-08T09:22:36.440-07:00Verizon is being hammered by motivated adversaries...Verizon is being hammered by motivated adversaries, for the sake of hammering any and all with any connection to those who oppose the Waxman-Markey bill, passed by the House and yet to be considered by the Senate. Didn't Tom Wolfe called this mau-mauing? They are laying on the "guilt by association" pretty thick, IMO.<br /><br />Verizon's critics are taking advantage of a local decision by local Verizon marketing folks. Verizon doesn't need or want folks in the field asking HQ to vet every damn thing they do, so they give them flexibility to respond as circumstances permit. I think it was an error of omission. But then again, this is WV, coal is a big deal, and it's very likely there are Verizon employees who DON'T support Waxman-Markey.<br /><br />Final Analysis: Kerfuffle, IMO.namfoshttps://www.blogger.com/profile/12517685786595618278noreply@blogger.comtag:blogger.com,1999:blog-7281428715366750186.post-66988241008246720042009-09-08T08:04:28.168-07:002009-09-08T08:04:28.168-07:00As a provider of culturally as well as linguistica...As a provider of culturally as well as linguistically appropriate promotional materials for global audiences we are constantly advising clients what will and what won't work cross borders. <br /><br />I'm with you on this one, shock and unusual tactics are one thing in marketing. <br /><br />However those organisations who think it's OK to use imagery that the vast majority of people find offensive and unacceptable are playing fast and loose with their / their client's brand.Lois Thomashttp://www.wordgym.comnoreply@blogger.comtag:blogger.com,1999:blog-7281428715366750186.post-90784779529545228572009-09-08T07:01:29.202-07:002009-09-08T07:01:29.202-07:00The ad actually was approved by WWF and it did run...The ad actually was approved by WWF and it did run in a regional newspaper. Here is a link to the statement from the ad agency's CEO:<br /><br />http://www.dm9ddb.com.br/Marc Hausmanhttps://www.blogger.com/profile/13654354560113862550noreply@blogger.comtag:blogger.com,1999:blog-7281428715366750186.post-9657081388850819252009-09-08T06:56:11.723-07:002009-09-08T06:56:11.723-07:00THe WWF never approved this ad. It was a concept ...THe WWF never approved this ad. It was a concept ad put together that once presented to the WWF, they declined it.Anonymousnoreply@blogger.com