The new laws popping up which require restaurants to post calorie counts next to food listings have me concerned. This may come as a surprise to those who know me – after all, I am a fitness enthusiast and I try to practice healthy eating. So the nutritional content of food is really important to me.
But I just don’t agree with the menu labeling laws. Here are my reasons why I think they’re bad for business:
I usually try to keep my critiques to categories I’ve worked in, primarily because I think it’s irresponsible for me to comment on what works and what doesn’t when I have little basis for my assessment other than being a consumer. So I initially demurred when some folks have asked for my POV on AT&T’s new campaign, Rethink Possible.
If you’ve been in the business long enough, you come to understand there are some basic rules to follow when running an ad on the Super Bowl. Humor works best. Use animals or big-breasted women – or both. Wow people with extraordinary settings and production values.
Many of the advertisers on last night’s big game followed the Super Bowl advertising playbook to a tee (view all of the spots here). And, yet, they violated some fundamental rules of advertising in general.
I’ve been doing research on some companies and have spent quite a bit of time looking at companies’ corporate reports – e.g., annual reports, official statements, corporate presentations, etc. I’m amazed at how many companies completely overlook these reports as touchpoints through which people experience their brands. Often the reports are dry and pedantic or fluffy and full of corporate-speak – they don’t communicate or reflect what is differentiating or compelling about their brands.
(more…)
Last week I had the pleasure of hearing the Director of Vision, Innovation, & Strategy for the San Diego Zoo, 
Beth Branning, speak about “Implementing Organization-Wide Strategic Alignment.” The story of her efforts to drive through the organization the Zoo’s 5-year strategic plan provides some valuable insights and takeaways.
Thanks to the bailouts, marketers are finding our marketing plans being tried in the court of public opinion – and so far we haven’t been given much of a chance to defend ourselves.
In a piece I wrote for MediaPost’s Marketing Daily, “Who’s Afraid of the Big Bad Public?,” I make three suggestions for maligned marketers. Please let me know what you think.
My critique of Lucky Jeans‘ “Lucky Few” campaign
was published in this week’s Brandweek
. For those of you who didn’t see it, here goes:
For decades, fashion advertising seems to have followed a formula (more…)