Why your advertising is managed differently than operations

Posted Posted in blog articles

Oper­a­tions is about effi­cien­cy. Adver­tis­ing is about cre­ativ­i­ty along a vec­tor of val­ue. Here’s what I mean. In oper­a­tions, “best prac­tices” are okay. There’s no val­ue in doing things in a more inter­est­ing way, unless is deliv­ers more effi­cien­cy. The func­tion of man­u­fac­tur­ing a wid­get does not improve sim­ply because it’s a dif­fer­ent way of […]

How brand thinking serves ethics

Posted 1 CommentPosted in blog articles

Brand think­ing helps the adver­tis­ing indus­try look for long-term ben­e­fits for its clients (the adver­tis­ers). Agen­cies and cre­atives who think this way tend to push clients to pro­vide sub­stance to back up their claims. In oth­er words, those agen­cies pro­vide pres­sure for their clients to be com­pa­nies of integri­ty (com­pa­nies that are con­sis­tent and trust­wor­thy […]

Covey’s Golden Egg

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Cul­ti­vat­ing your brand is like grow­ing a gold­en goose. By keep­ing it healthy and work­ing, you get con­sis­tent gold­en eggs. But if you start neglect­ing the goose and start try­ing to force it to make more eggs, its health can decline. It seems like we do this a lot with our brand. We stand for […]

Wanting change doesn’t mean you can handle change

Posted Posted in blog articles

Late­ly, I’ve talked with a few mar­ket­ing execs who say they want to be inno­v­a­tive, but they can’t right now. It seems their man­agers want change, so they hire some­one and tell them to change the way the com­pa­ny mar­kets itself. But when the mar­ket­ing execs want to do some­thing dif­fer­ent, the CEO vetoes the […]