September 10th, 2010
Better Work = Better Results
It’s a simple equation, really. If you have a marketing idea that truly is great (READ: simple, fresh, unique, and based on a human truth that resonates with your audience), you have a far greater chance for success (READ: maximum ROI achieveability). For proof, see the results for the latest Old Spice and Dos Equis campaigns. Yet, we marketers want to make it harder than that. We do months of consumer concept testing and make rounds of revisions because we need the science and data to justify the art to our peers and investors. Which is fine. And encouraged—well, as long as in the process, the big idea doesn’t get lost or watered down by pages of rational features and benefits. As the Nikes and Apples of the world have proven time and time again, it pays to connect to your consumers emotionally. Like really, really pays. (Right, Steve Jobs?) Stay thirsty my friends.
Catching a Bat = Employee of the Year
Speaking of sick results . . . how do you get voted Employee of the Year after just two days on the job? You do what Jon Wiley did this past week, and catch a rabid bat flying around your office with a trash can and a computer box. Nice job, new guy. (Or should we call you Bat Man?)