Archive for May 2009
The legendary advertising innovator David Ogilvy created an enduring organization using culture, integrity, and charm.
In light of rising childhood obesity rates and the general confidence in supermarket sales, Disney, the world’s top licensor, is steadily making the push to realign its brand with a healthier image, targeting kids with fruits and vegetables instead. The savvy marketing move appears to be working too, as sales of the Disney Garden line were up 70 percent in 2008, a trend that can at least partially be attributed to consumer attitudes about the products.
The question many marketers are trying to answer now, is “Who do people trust?” I’ve been spending more and more time pouring over data, medium usage, behavioral and preference data for clients, and am learning more and more about how humans behave on the web. So who do people trust? Three research studies indicate it’s peers, or people they know. And social clout from bloggers, or those with a lot of online friends ain’t it.
In the managerial pecking order within most firms, finance occupies a more central role than the flimsy business of marketing. Financial people use complex terms like ‘derivatives' and ‘collateralized debt obligations', and deal with multibillion-dollar/pound sums on a daily basis. Marketers are a simpler mob, occupying their time with more basic duties, such as brand building and customer satisfaction. However, when you think about it, shouldn't it be the other way round? Shouldn't the marketer, who builds the brand and works with the consumers who pay for everything, have a more exalted position than the manager who simply accounts for and invests the resulting income?
Marketers consistently pick up their best lessons in times of crisis. We think differently about ROI. We act more intuitively. We become more agile and flexible. We "sense and respond." We really don't have much of a choice but to act and not allow yesterday's rules to justify complacency. Two weeks ago, for example, many in the marketing community got their first exposure to the massive power of online video via the disgusting Domino's video by (former) Domino's employees on YouTube and, later, the pizza chain's president's highly effective video apology. There's no question that hundreds of C-level memos crying out "we need a social media strategy" flowed from that crisis.