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Adland is notorious for not practicing what they preach.
They talk about the importance of communication but rarely communicate themselves.
They talk about their focus on solving business problems but tend to only deal in ads.
They say their staff are their greatest asset, then work them to within an inch of their life.
But there’s another thing that I find particularly interesting and that is their approach to positioning.
They say – as they should – that every brand should have a clear and concise positioning in the mind of the audience.
Something that differentiates them from the competition and clearly defines their role or benefit or belief to the wider audience.
With every category being more and more cluttered, this is becoming an increasingly hard thing to do – especially as on many occasions, your positioning gets influenced more by what your competitors say than what you want to express – however that still doesn’t excuse the fact that Starcom have summed up their point of view with this:
What the fuck were they thinking?
OK … OK … to be fair, the actual meaning behind this is far more meaningful, purposeful and relevant, but the question is, will anyone ever find that out when they have used a phrase that implies they are a company full of people with no thoughts of their own?
“Hello, is that Starcom?”
“Yes, can I help you?”
“Yes, I’d like some ideas how to communicate my company to the World please.”
“I’m terribly sorry sir, we don’t have ideas, we’re the goldfish of media – but if you have some you’d like to give us, that would be super … we have lots of employee brain space that is available to be filled at very reasonable prices.”
I know I’m being a petty fuck … I know I am … but if a company in the communication industry can’t understand the importance of message clarity, why the hell should any company trust us to do the right thing for them?
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