November 2nd, 2012
Do you approve this message?
If there’s one thing this political race has taught us, it’s this…people really don’t like advertising. Period. Let’s face it, nobody is out there waiting for your marketing message—with the exception of political advertising junkies, crackpots, and Super Bowl fans. Marketing, no matter the medium, is the telemarketer who called in the middle of dinner last night. It’s the drunk uncle who ate all your Halloween candy. It’s the . . . well, you get the idea.
Admitting this is a tough pill for any agency or CMO to swallow. However, acknowledging this fact and empathizing with your consumers is the first step to creating smarter, more provocative, more effective work that resonates with your audience, rather than annoys, irritates, or makes them cry. (Poor little girl—it’s all going to be over soon, sweetie. Promise.)
Another tough pill to swallow?
Hate to break it to you, but below is a list of things your consumers will never say about your brand after seeing your shiny new ad, brand identity, or website. (Sorry, gang—as if dealing with one of the worst storms in America’s history this week wasn’t hard enough.)