Over the past several weeks (since the lead-up to the Super Bowl), I’ve been sharing proven principles, best practices, and quality processes for making your advertising more effective. This article gets at a critically important but overlooked element, the client-agency relationship. We want customers to perceive our company and brand as the preferred “one” in […]
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Recently I blogged, “How to Provide Direction to Make Your Brand Messaging Matter More”: http://bdn-intl.com/how-to-provide-direction-to-make-your-brand-messaging-matter-more. I suggested “coaching” instead of “evaluating” work—yours or someone else’s. It’s an essential characteristic of an effective leader. Evaluating is pointing out what is wrong. Coaching is identifying what’s needed to make whatever work you’re doing or shared with you more […]
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“Is anybody there? Does anybody care?” The Musical 1776 – Music and lyrics by Sherman Edwards and a book by Peter Stone. Super Bowl LVII generated tons of coverage and publicity for both the game and the advertising. Now more than four weeks from game day, there’s little talk about either. Like a lightning bolt […]
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Direction – the management or guidance of someone or something. It seems like everywhere I turn people lament the absence of leadership and the adverse impact on their organization and life. Then there are those providing advice on what it takes to be(come) an effective leader. Why, then, the dearth of effective leadership? We’ve leadership […]
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Exemplary adjective serving as a desirable model; representing the best of its kind. I finally got around to viewing all the commercials aired during Super Bowl LVII. I missed viewing many of the ads during game time, given the pandemonium of socializing with family and indulging on good food and libations throughout the event. So, I’m asking […]
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What do Miles Teller, John Travolta, Jennifer Lopez, Ben Affleck, Melissa McCarthy, Steve Martin, Serena Williams, Will Ferrell, Anna Faris, Martha Stewart, Snoop Dogg, and Nick Jonas have in common? They all starred in commercials aired during Super Bowl LVII. They were just a few that spring to mind from the many chosen to pitch […]
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Super Bowl XLII is one for the books. The Kansas City Chiefs emerged as NFL Champions. While two outstanding quarterbacks played the game, analysts are playing arm-chair quarterbacks. They’re taking apart the game, play by play and decision by decision. Yet pollsters and pundits—who should know better—colleagues, family members, and friends continue to address the […]
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Advertising funding is precious. It’s not unlimited. Moreover, allocating funds for advertising reduces funding of other marketing mix elements—some of which might generate more favorable business growth. With Super Bowl LVII approaching, the stakes for ad effectiveness are unusually high. A 30-second commercial will run $7 million. That’s a huge investment or gamble. Advertising needs […]
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I’m on an extended holiday in Spain and will not return to active duty until next month. So, I’m reposting articles. This article is about one of my favorite restaurants in Barcelona, El Quim. I hope you find it as nourishing and satisfying as I find the food from this restaurant. “La Boqueria,” el Mercat […]
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I’m on an extended holiday in Spain and will not return to active duty until next month. So, I’m reposting articles. Last week I reposted a DISPATCHES article, Resolutions for Marketers, which you can find here: http://bdn-intl.com/resolutions-for-marketers-5. Given that I identified a dozen and a half worthwhile resolutions, far too many to achieve in a given […]
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