Am reading Jon Steel's TRUTH, LIES & ADVERTISING – THE ART OF ACCOUNT PLANNING. He talks about Gossage's point that too many advertisers told people what to think and left them no opportunity to form their own opinions. Here's a quote by Gossage (who used Saki's words to make his point):
In baiting a trap with cheese, always leave room for the mouse.
Isn't brand activation (or some prefer to call it brand engagement) – supposedly the new wave of marketing – all about that? But then perhaps this new wave of marketing wouldn't be called as such or given so much importance if the predecessors had done a good job of advertising.
Opportunities do not always imply something absolutely new. Old is also an opportunity. Identify what's not happening the right way, set it right and give it a new name and you have an opportunity.
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