maximum potential

these are the thought starters, insights, and inspiration to get you, and the brands you manage, to reach your maximum potential

monday spot(light): coca cola, future history makers

some of the best creative gets people to reThink the brand, the category, the problem, and/or the consumer.  on monday spot(light) we discuss some of the creative in the marketplace that accomplishes that, for better or for worse.  if you have recommendations, please email them to me at detavio@gmail.com

a few weeks ago i showcased coca cola’s new “open happiness” campaign on my blog.  since most of you said that campaign was less than average, i wanted to give them another shot by bringing forth their black history month campaign.  the only thing they could have done better was make it more than just a print campaign.  here are a few reasons why i like it:

  • the message, although not necessarily unexpected, is powerful and strong.  coke has latched on to something larger than themselves (as all great brands do) in a way that is appreciated by (and specific to) the africanic community as they encourage future generations to: be giving, be heard, be legendary, and be driven.
  • unlike most ads, i think that this one was designed to stand out amongst the black history month clutter.  it would get my attention if i was flipping through vibe, essence, newsweek, etc.
  • everything from the artistic syle of the campaign, to the messaging and the insights behind it are specific to the africanic community and ensure that it resonates with the target
  • coke is not afraid to play the background and celebrate black history month in a way that puts the target first and not the company’s sales goals.  

there are probably a million more reasons why i like it better than paying labron big bucks to be in a worthless commercial that ads to the clutter in the system, but with no further adieu here is “future history makers”:

labron james

labron james

 

(thanks craig for making me aware of the campaign, keep doing what you do)

 

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Filed under: business branding, lifemark, , , , ,

obama: build or destroy

“your people will judge you on what you build, not what you destroy”  

— Barack Obama, President, ’09 Presidential Inauguration

we are so used to destruction.  the reality of it is, destroying is easier.  it’s easier to tear down your employee or coworker rather than lift him up, or to criticize google rather than build your own, or to tell someone they can’t instead of telling them that they can.  as a marketer, it’s easier to develop ideas that destroy value by adding clutter to the system rather than developing breakthrough creative and ideas that add value to our consumers’ lives.  my biggest criticism of business school and the case study method was that so often we learned how to rip apart a company and critique what they were doing wrong; much less often did we learn how to really do it right.  too often we go the easy route.  

we should determine that every day we will build customer value into the system rather than destroy it, and that we will build upon the hopes and dreams of one another, and that we will build and leave a legacy in both our business and professional lives that we can be proud of.  building takes work; but the reward is much greater.  after all, according to barack, that’s how you’ll be judged.

Filed under: inspiration, lifemark, personal branding, quotes, , , , , , , , , , ,

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