Retailers and brands have handcuffed themselves by either not having enough granular data about individual customers or are wallowing in so much Big Data that they cannot see their customers in the marketplace forest. Either or both of these conditions lead to poorly-conceived campaigns that are not personal or relevant. And then management wonders why the results are so poor. John Wannamaker is still correct in his assessment of not only advertising but, today, marketing as a whole. We have only ourselves in marketing to blame because we let the techies set our agendas.
Harsh, but spot on presentation. We are doing business in a harsh and unforgiving marketplace. Period. I believe there are two additional sins to consider:
BLINDERS - management only sees what it wants to see so they avoid looking around and deliberately avoid seeing pattern shifts impacting the business.
DEAFNESS - goes hand-in-hand with blinders. See no problems, hear no problems.
There's a cadence in the market and for ALL of the sins above, not feeling it will result in failure.
Not a lot of consensus. My big question is, when did we get away from the art of selling products and migrate to making ads social commentary? I expected more humor this year but only Kia, Tide and Mr. Clean hit home runs in my opinion. Squarespace was cute and funny, but I still don't know what they do after watching the ad.
Readers comments took Sir Branson's comments to a new higher level. Congratulations to all. I have two thoughts. First, maybe we need more dialog about what it really means to be "entreprneurial." I believe this has become another buzz word that has lost meaning and relevance. Does it mean small, nimble, energetic, risk taking, or what? I suspect every reader will have a different view just like we all have a different way to define and describe "marketing." Camille got the ball rolling.
My second thought is to call out Ian Percy for his excellent dialog about promises not cutting it and box thinking. I have always said don't go outside the box, make the box bigger. I believe he is saying tear down the walls.