The Musings Of An Opinionated Sod [Help Me Grow!]


My Wife Talks Strategy …
November 28, 2011, 6:15 am
Filed under: Comment

So my wife and I were having a chat – which we occasionally do if we’re bored – when she suddenly turned to me and asked:

“Do you know what beacon of marketing genius you should be aspiring to reach?”

This shocked me.

Not just because she was talking about a subject she hates with a total and utter passion, but because we were having this conversation late at night when normally any question or statement that leaves her gob is riddled with jillyism.

“No …” I replied, “… why don’t you tell me?”

She then looked at me all smugly and said this …

OK … OK … so she didn’t say “a picture”, but she did say ‘Aero chocolate bar’.

“But why?” I asked … at this point, genuinely interested.

“Because …” she responded, “… they’ve made a chocolate bar full of bubbles of air sounds good when you’re getting a load less chocolate”.

Now the thing is, she has a point.

Aero is a chocolate bar that – I think – charges a similar price to other ‘premium’ bars and yet in terms of chocolate content, is – possibly – much lower.

I don’t know if that means it’s the beacon of marketing genius that I should be aspiring to, but I also think it’s an important reminder that sometimes, dealing with the product truths head on is a powerful way to create meaningful communication.

I’ve talked about this in the past – unplanned planning – but it’s worth repeating because I can’t help but feel there are a lot of planners and creatives who seem intent on creating brand ideas/territories based on what their ego wants rather anything more ‘strategic’.

Sure, ‘reframing’ is an important and valuable tool in the brand communication arsenal, but so is embracing a product truth … and while there are always a number of issues and circumstances that will dictate which way you should go, dealing with something that people already have an opinion on – be it a positive or, as I prefer, a negative – means you can shape the audiences view head-on rather than spending lots of time and money trying to convince them about something completely new.

Of course there is no set rule … and I know that I have not explained myself well … however when I remember things like Peperami’s amazing “It’s A Bit Of An Animal” brand idea – possibly the most blatant ‘product truth’ ever communicated – I feel pretty confident that they would not have been able to create such powerful, meaningful and memorable advertising if they’d adopted a more ‘creative’ approach to positioning.

In essence, don’t under-estimate the power of dealing with things head on.

Creativity is as much to do with how you deal with realities as it does with creating totally different perspectives.


40 Comments so far
Leave a comment

she talks more sense than you but then so does a dead fucking rat.

Comment by andy@cynic

when mr bastard peperami gate crashed the england training camp it was solid fucking gold entertainment. which is handy because the fucking “food” makes me want to kill myself.

Comment by andy@cynic

What about the ‘smack a peperami’ puppet that Charlie gave us?

Sure it looked like Mr Hanky from South Park … but that made you laugh as well didn’t it?

Comment by Rob

the toy you took an unfuckingnatural liking too? that got on my tits almost as much as you did. thats fucking saying something.

Comment by andy@cynic

unplanned is just telling it like it fucking is. stop trying to brand everyfuckingthing campbell, it wont be remembered when youve gone. in fucking fact ive already forgotten it.

Comment by andy@cynic

youre off the hook, auntie called it that didnt he. hes another fucking sad one.

Comment by andy@cynic

Yes he did, so don’t shoot the messenger – even if you find that fun to do too.

Comment by Rob

Sorry.

Comment by George

Bit late for that now.

Comment by Rob

what jills view fails to take in to account is aero is fucking chocolate for wimps. it makes milky way, the most fucking pathetic chocolate ever, look like giant fucking haystacks in comparison.

Comment by andy@cynic

If Milky Way is pathetic, what was Milky Bar?

Comment by Rob

pedo bar.

Comment by andy@cynic

last paragraph is the best fucking point of the whole fucking mess. guess the law of bastard averages states youve got to write something half fucking decent at some fucking point.

Comment by andy@cynic

Isn’t giving a new perspective to something dealing with a reality?

Comment by Pete

fuck you. and campbell says “totally different” perspectives which means im right and youre a prick.

Comment by andy@cynic

I had a lot of an animal last night. She was 27 and hot as hell.

Comment by Billy Whizz

admitting to the beastiality rumours billy? at fucking last.

Comment by andy@cynic

And then you woke up.

Comment by John

Bastards.

Comment by Billy Whizz

blame campbell, were just keeping it real like the prick told us too.

Comment by andy@cynic

Sorry Billy, blow up dolls in dreams don’t count.

Comment by Rob

By product truth, I assume you mean fact.

Comment by John

he doesnt know what the fuck he means. havent you fucking worked that out yet doddsy?

Comment by andy@cynic

Yes, that’s another way to say it John.

Damn!

Comment by Rob

twat.

Comment by andy@cynic

Do you know what beacon of marketing genius you should be aspiring to reach?

Thought not.

Comment by John

I’m presuming you are the beacon of marketing genius John. Do I win a prize.

Comment by DH

To be fair to Rob, he must have some marketing skills to have convinced his wife to marry him. Or a gun. Probably a gun.

Comment by DH

shes a scientist and campbells her experiment. think frankenstein with shitter taste in shoes.

Comment by andy@cynic

Are you calling me or Jill, Frankenstein? I think I know the answer, but in the interests of clarity, I thought I’d ask.

Comment by Rob

have a fucking guess. need a clue? ok, look at the photo at the top of this post then look at the fucking picture at the masthead of this blog and see if you can work it fucking out. come on planner boy.

Comment by andy@cynic

It’s a bit difficult to avoid the fact aeros are mostly air the clue is in the name
This is an improvement on the last Jill quote, which was spacedocking, do you only talk about chocolat bars?

Comment by Northern

You think that’s an improvement?

Comment by Rob

shes the sophisticated fucker in the relationship.

Comment by andy@cynic

Hey Toto … I’ve removed your comments as I don’t think Andy wants his email broadcast all over this blog. Even though no one reads it and it’s not even his main point of contact anymore, he probably would rather it wasn’t sold to some dodgy company who’ll inundate him with porn.

Then again …

Comment by Rob

got it

Comment by toto

unless youve got big tits and a big bank account i dont answer emails anymore. especially from any fucker who writes on this pile of shite.

Comment by andy@cynic

I just needed to consult about marital life with somebody. And you made the impression that you know a lot about it that’s why i wrote to you. My bank account is not big, so i guess i’m gonna visit that feng shui master later this week.

Comment by toto

heres all the advice you need. dont be seduced by a hot body and a big pair of tits when their personality makes hitler look like a fucking saint.

Comment by andy@cynic

i will have this in mind, thanks

Comment by toto




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