Marketing leaders often focus on creative execution as the key to advertising success. But the most effective campaigns don’t start with creativity; they start with strategy.
Once there was a really fun, spirited airline that flew out of Dallas, Texas. This airline positioned itself as “The End of the Plain Plane.” And, so it was. The idea was to relevantly differentiate the airline brand from the competition; to provide customers with a really appealing alternative.
I haven’t devoted much space to AI-related stories due mostly to the vast overload of perspectives already in the public domain. However, a new and relevant issue has surfaced that demands analysis, as AI-fueled content lights a match under creator credibility.
From all my years in research and consulting, I think I’ve learned a thing or two about marketing worth sharing. Enduring fundamentals, mostly—yet often overlooked. So, this year, I want to share some snippets for your consideration. I hope they’re helpful. This week’s thought: Clutter is people’s first impression of marketing.
Poor Genrich Altshuller was an inventive genius, engineer, scientist, journalist, and author. Yet he was jailed in a Soviet gulag for “innovator’s sabotage.” While there, he created a new approach for achieving a breakthrough perspective on challenging problems, the TRIZ Method. Really. And we can absolutely use those lessons today.
