If you read any self-help books on how to be productive, efficient and excel in the last 50 years there are always three main themes within such books. They go like this:
Great brands, like great art, aren’t created in a vacuum. They require a collaborative effort between people usually sitting across from each other, on opposite sides of the table: agencies and clients.
We often think of brand value in financial terms. But that value, I would venture to suggest, is actually a result of a broader initiative that brands need to think about in these busy times: finding ways to be valuable in the lives of those who buy from them.
In the ideal world of a marketer success is never in doubt and every brand becomes habit-forming. But that’s not reality and not all brands can become a habit of course.
For much of its existence, the theory behind marketing was simple: if you have the means to create a message and the wealth to distribute it, you can control the dialogue about your company or product. When people feel a certain way, however, more words won’t change their minds. But new feelings may.
