Marketing’s Biggest Risk? Not Taking One.

“The frightening and most difficult thing about being what someone calls a creative person is that you have no idea where any of your thoughts come from really.  And especially if you don’t have any idea about where they’re going to come from tomorrow.”

That’s the lead-in quote from the trailer of Art & Copy, a new documentary movie about the advertising industry.  The movie will supposedly give people an inside look at some of the most creative minds in the industry – and demonstrate how these people have been able to take ideas and convert them into some of the most powerful images, ideas and concepts in our culture.  The amazing thing?  While some estimates show that the average American is exposed to 3000 advertising/brand messages every day, these people have crafted ideas that you can recall with just a 2 or 3 word reminder – twenty years later!  Some examples:  “Just Do It.”  “Where’s the Beef?”  “Think Different“.  These people were given the freedom and latitude to create messages that were bigger than the sneakers, hamburgers and computers they were selling.  And what happened?  Today those are some of the most recognized brands in our culture.

Got me thinking about some of the branding and marketing taglines used by a handful of local companies today (companies shall remain nameless to protect the guilty).

“Banking the way you want it.”

“Experience you can trust.  Compassion you can feel.”

“It’s that simple.”

“It’s our name … and our promise.”

“Your Success.  Our priority.”

“Service is our #1 priority.”

So what’s the difference between “Think Different” and “Service is our #1 priority”?  A little imagination and a willingness to sell an idea that’s bigger than just your products and services.  It’s worked before …

Author: Tom Flynn III

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