'Nobody knows anything.’ This is a saying that used to do the rounds in ad land. But I haven’t heard it for a while… William Goldman became an Oscar-winning screenwriter by ‘writing scripts he believed in, not the flavour of the day.’ According to ‘Variety’ magazine, he also wrote the best line in the history of Hollywood. But when Goldman wrote ‘nobody knows anything’ it wasn’t part of a famous movie script. He was writing about the inherently unpredictable business of creativity and making commercially successful movies. Of course, Goldman wasn't saying that people in the film business know nothing about making movies. The film industry is brimming with talent and innovative technical expertise. But all this knowledge doesn’t necessarily get anyone in Hollywood closer to knowing what a hit looks like. The history of moviemaking is littered with sure things that bombed at the box office. Goldman’s point was that immersion in the esoteric craft of moviemaking may actually make it more difficult to see things the way ‘normal’ people do. ‘Nobody knows anything’ could easily have been written about the marketing and advertising business. There are myriad ways to create successful advertising. And myriad experts offering sure fire formulas for doing it. But like any creative endeavour, creating successful advertising is a messy jumble of intended and unintended consequences. At the start of my career, I was taught that ‘brand response is more important than ad response’. It is still my guiding principle. We can never say, definitively, what makes successful advertising. And yet the 'illusions of control' peddled by the ad testing industry continue to lure marketers into creative straightjackets. But we all know a successful brand when we see one. That's why Burst Your Bubble created 'Signal'. Derived from some of the best thought leaders in marketing and behavioural science, Signal is a ‘real world’ research framework that focuses on brand success. Thanks to Lena Roland and the gang at WARC for giving me the opportunity to talk about it. Read more on the link (no subscription required) https://lnkd.in/erANn6FD #advertising #marketing #media #mrx
Ian Murray’s Post
More Relevant Posts
-
Does creativity cut it if you don't have brand salience? Mark Ritson says no, and I'm inclined to agree. Now don't get me wrong, I'm actually a huge advocate for creativity, craft and its impact on ad effectiveness. I started my career working in creative agencies with some truly brilliant creative minds at the top of their game (shout out to the legendary humans at Goodby Silverstein & Partners and Venables Bell and Partners). And have benefited from talented creative minds my entire career (shout out my brilliant Naked Communications misfits, 72andSunny Colenso BBDO Emotive | Creative Agency BMF Australia Grumpy Sailor Creative R/GA and others I've forgotten you know who you are 😉) But I agree with Ritson that Creativity is the tip of the iceberg. Ritson argues that Creative work matters, but it matters at the very end of the marketing process: to the advertising. Marketing is not just advertising. Advertising is a tactic that should follow strategy, and even more importantly, diagnosis of the consumer need. At the end of the day even brilliant creative work will fall flat if it's not market and consumer orientated. And helping to build brand salience. Curious to hear from other marketers or creative folks what you think? https://lnkd.in/eTKyVQa4
-
29 years delivering cultural relevance for and with brands | Evolving the brand playbook to unlock good growth | Author ‘Culture-Led Brands’ 2025
Massive shouts to Sam Bradley from The Drum on the next phase of Platform13 💚 “Our industry is changing, and it needs to. Everybody needs to innovate.” We chat about our new Platform13 Ecosystem for working with brands and companies/organisations in two ways: 1/ #P13InsideTrack - focused on supporting INSIDE the business to answer business critical challenges. A series of offers: consultancy, advisory and intelligence for all levels in marketing, product, creative and insights teams. Been there, done that - I know the challenges and the opportunities brand side. 2/ We continue to create culture-led brand storytelling to resonate with existing, as well as reach new communities and fans - in our dedicated creative studio, called #P13TheDepot. What’s different about us is two-fold - our unique culture-led approach and solutions based on your cultural positioning (or the role in the world that ONLY your brand/company can play). Head here for more info on our new services and case studies: https://lnkd.in/eBmV5BMj Link to the article: https://lnkd.in/eT3CbbKA #platform13_ #culturalmarketing #brandtransformation #culturalintelligence #brandgrowth
The Drum, Dec 23
platform13.net
-
Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
https://moxielifecoach.com
-
Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
https://moxielifecoach.com
-
Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
https://moxielifecoach.com
-
In today's digital-first world, authenticity isn't just a buzzword—it's the cornerstone of meaningful brand connections. 🌟 As we navigate the shifting landscapes of consumer expectations, understanding the power of genuine marketing becomes more crucial than ever. In our latest blog post we explore the essence of authenticity in marketing, from defining your brand's core values to engaging with your community and beyond. Because at the end of the day, it's not just about selling products—it's about creating genuine connections. 💼🌱 https://lnkd.in/eMHV2HcF #AuthenticityInMarketing #BrandTrust #ConsumerEngagement #MarketingStrategy"
The Power Of Authentic Marketing - Beacon Agency
beaconagency.co.uk
-
Brands are conversations not commercials. The marketplace is crowded and everyone wants to be noticed so simply having a great product or service isn't enough. Consumers today crave connection, authenticity, and a reason to believe in the brands they choose. This is where brand storytelling comes in. Audiences believe in a narrative that captures the essence of your brand, resonates with their beliefs, and ignites an emotional connection to your brand. Some of the best brands have amassed a fortune and loyal customers over the years because they understood that it was not just about the sales, it was about the story and what the clients believed in too. A great example is Coca-Cola. Coca-Cola's story is built around family and crafting memories, selling the feeling that comes with having a Coke at mealtime with your friends and loved ones. Unique campaigns like the "Share A Coke" campaign where different bottles were labeled with individual names tapped into people's emotions as seeing their names on these bottles made them feel seen. Working with the right team to craft and tell your story in a way that resonates and speaks to your audience is key. Let's tell your story the right way. We are just one call away. Reach us on 0788780222 or [email protected]. Follow our story https://lnkd.in/dU4KHcZF
-
-
Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
https://moxielifecoach.com
-
Brand is not a marketing gimmick (although there are those who attempt to use it that way). Brand is a powerful tool for creating a bridge between YOUR value and your "just right" audience. And when created from authenticity, your brand gives you the confidence to show up, stand out, play by your own rules and make bank. Keep reading on my blog: https://lnkd.in/egkpUGwK
Article: The 6 Traits Of A Successful Brand
https://moxielifecoach.com
