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Anyone who worked in Advertising/PR will probably drone for hours about how clients think they know what s best for them , and how frustrating it is when campaigns do not generate expected results, or simply how thin the line is between a great success and miserably failed Ad.
I ve presented this solution to different Advertising/PR professionals, and it has never been met with anything less than an “AHA!” reaction. Reason being: it is simple yet profound: Change things up.
Benjamin Franklin wrote:
The definition of insanity is doing the same thing over and over and expecting different results…
Advertising folks like to admit that they’re outside the norm. Crazy, you say? Maybe. More like non-conformists. We live by the only code which is: NO CODE.
But when it comes to generating results, attitudes are different. You can t afford to be too crazy (or Insane as Ben Franklin quotes above). Simply put, if you keep applying the same method /concept / approach you should not expect to get better/different results.
In a broad sense this has several implications for Ad folks. For example, if Brand X uses the same general platform for too long it risks two things: people get bored quickly or people simply get attached to the platform and will refuse the new platform.
Solution: Change things up.
If your research is not bringing you closer to the consumer, change your tools. Go out and be the consumer.
If your brief is not inspirational enough, break it down and use a different template.
If your media choice is not generating interest, explore alternative media.
If your client refuses to invest in a bigger campaign, change your selling technique or upgrade your negotiation tactics.
Simply put, same behavior generates same results.
The next time you feel inertia against a new idea by a client, just remember Ben Franklin’s statement – it is simply insane to expect your results to change if you continue doing the same things.
Go ahead. Change it up.
BIO: Khaled Itani is an ex-AdMan with an MBA in Marketing from the American University of Beirut. With years of Advertising/Communications experience from Grey Beirut and JWT, Khaled is currently a Client Services Manager for a leading North American e-Commerce firm.
Read Khaled Itani’s Previous Guest Posts:
And also, read other Guest Posts on the Identity Chef.
For some weird reason, I do not know how he does it, but Khaled always ends up sending emails into my inbox with precisely the answers to the questions that are on my mind, drawing from his personal experience and whatever rubbed off on him during his years as an Ad-man. Thank you Khaled for inspiring me and unknowingly satisfying my curiosities. It is an honor to share it on the Identity Chef.
So guys I am interested in what you think, what’s your perspective?
Why limit yourself to your internal pool of designers when you can hire an agency? But why would you limit yourself to an agency, when you have thousands of designers with explosive ideas, right? And, oh , they will give you their ideas for free hoping to expand their portfolio and win a substantial prize.
Moreover, given the needed exposure the campaign will raise overall brand awareness and will give people a sense of ownership in the brand as well as hype their curiosity.
I think it’s brilliant and as a cinephille and popcorn addict I will be watching the result closely.
If you are young designer, why not give it a go, you never know what will happen!
These visuals are truly amazing, they are down to the point, they convey the message, and visually communicate what the organization does. Just thought I’d share them with you, in case you haven’t seen them around.
Toufoula is a young Lebanese NGO that seeks to improve the life of terminally ill children in any way possible. One of their projects aims at decorating hospital rooms of the sick children. You can check out more about them on Toufoula’s website and while you’re at it, check their profile which has photos of all the rooms they’ve done.
Just give marketers an occasion, and they’ll carve out a product for that. And what better festivity o leverage than Christmas? Even in these hard economic times, people will willingly part with their money for a dream of happiness. And apparently, this year, happiness is all about the freedom of choice of investment and liquidity.