by mark May 19th, 2008
in Daily Thoughts.
At a time when the average person has a hard time finding his or her ass–let alone half the world’s countries–with both hands and a Garvin Nuvi, this might seem like a hopelessly out of date subject. But, since I’m in the process of putting together a talk for some people in the travel industry, I’ve got destinations on the brain. And in particular, why it is that so little destination advertising comes even close to being extraordinary.
You’d think this would be an easy category. After all, as with any endeavor to develop extraordinary advertising, working in the travel category should start with a thorough exploration of the product on offer. Which, in this case, is bound to mean a “factory tour” more appealing than wandering around a chicken processing plant discovering why the words “awful” and “offal” sound so similar. Or even trying to keep up with the tour guide at a Saab plant while not being too obvious about your inspection of the Svenska flickas working the assembly line. Continue reading ‘Geography Lesson’
by mark May 13th, 2008
in Daily Thoughts.
Every once in a while I run across a small article, (in this instance, three short columns buried at the bottom of the page in yesterday’s New York Times) that truly speaks volumes. This one bore the headline: “Citi’s New Slogan Is Said to Be Second Choice.” And what I found so intriguing was not only what the article said, but what was so clearly written between the lines.
The article begins by noting that Citigroup is doing the old Lazarus act with its venerable “The Citi Never Sleeps” slogan. Then, it goes on to say: “But Citigroup’s marketing brain trust (one of my favorite terms) passed on that same idea a year ago, said people with direct knowledge of the branding initiative…” People, who the article goes on goes on to explain: “…spoke anonymously because of the confidentiality of the discussions.” (People, who in other words, are still employed on either the client or agency side but couldn’t resist the opportunity to leak the back story to this debacle redux.) Continue reading ‘Sleeper’
by mark May 7th, 2008
in Daily Thoughts.
If this were just a book, it would certainly be a swell one. I’ve known that since I read the first edition some time ago. And this 3rd edition is no different. Well, maybe a little different, but I’ll get to that anon. The main thing here is: This is not just a book. What Luke has managed to put together is a honest-to-God, USDA, bona fide, dyed in the wool “sorting hat.”
Seriously. I would argue (and when do I not, pray tell?) that anyone with any inclination whatsoever to pursue a career as an advertising writer or art director need only bury his or her nose in this book for a couple of days and it will become painfully apparent if he or she gets this ad-making stuff at all or ever will. In fact, I’d go so far as to say anyone involved in any aspect of the advertising business, agency or client side, not to mention anyone interested in the art of persuasive communication period would do well to read this book. If for no other reason than to determine which house he or she is leaning toward. (Since this is my column and I’m unabashedly biased, I’m claiming Gryffindor for all those devoted to extraordinary advertising. The rest of the riffraff can sort out for themselves whether they belong in Ravenclaw, Hufflepuff or Slytherin, but my hunch is the latter is going to need to build an addition.) Continue reading ‘A Reading From Luke: Chapters 6&8′
