Guiding Principle: Advertising Agencies win new business on creative — ideas that build client businesses. Advertising Agencies lose it on relationships. Having shared that, account managers would be wise to consider these 10 mandates:
NEW THINKING
HomeAuthor
Guest Author, Author at Branding Strategy Insider - Page 10 of 21
It’s been said that a good book tells the truth about its hero and a bad book tells the truth about its author. But the liquidation of a 40 year-old bookstore chain ultimately tells the truth about the brand and how it was managed.
This is David Ogilvy’s Centennial – he was born 100 years ago this month, in 1911. He was the most famous advertising man in the world, and to a large extent still is. He was the most important man in the business, changing it in fundamental ways.
Johnson & Johnson is in deep trouble. As explained in a recent article in the New York Times, the company has gotten caught distributing medicine that’s gotten moldy, has bits of metal in it, or was made in facilities that government inspectors found to be unsanitary. They’ve been forced to recall so many products that some consumers are finding it difficult to locate J&J products.
As consumers, our attention spans are getting shorter and shorter. We are inundated by brands – on the shelf, in print, on television, on our phones and computers, on coffee cups, napkins, billboards, trash cans, t-shirts, cars, just about everywhere we turn.