in which case their ravings give pretty much exactly zero evidence
Au contraire, they do give evidence.
To quote Maggie, “it’s like being a lady… if you have to tell people you are, you aren’t.” And if you have to hire people to shout at street corners that you’re a lady… X-)
I’ve got a visceral contempt for advertising, but I also think that’s me being irrational. Plenty of good stuff needs paid promotion to get noticed. There are good ideas that spread on their own, but I don’t think that spreadiness ⇔ good.
That statement doesn’t contain any direct value judgement about Coke. It’s about making Coke a default.
Simon Anholt recounts in one of his talks about how Nike’s “Just do it” brand is a tool for Nike to spend less time in meetings to discuss puchasing decisions for office furniture. It allows any manager to just buy the “Just do it”-desk, so they don’t have to hold a meeting about whether to buy a more classy or a more hip desk.
Muhammed Ali is a special case. When he says “I’m the greatest” people might think that’s he’s an arrogant asshole but he’s an arrogant asshole that can beat up everyone. That’s a persona that’s interesting for the media to talk about. He was antifragile against journalists considering him to be an arrogant asshole.
In the case of Intentional Insights there no reason to polarize people the way Muhammed Ali polarized by claiming he’s the greatest and generally doing his own press interviews instead of letting his managers do them.
I have never drunk Coke or watched a boxing match, but my impression is that Coke’s and Ali’s slogans were only able to be effective because (1) lots of people already really liked drinking Coke and (2) Muhammed Ali was in fact a really good boxer.
I think the “real thing” / “Coke is it” slogans were adopted exactly because other companies were making their own competing products that were intended to be like Coca-Cola. So they were aimed at people who already liked Coca-Cola, or who at least knew that Coca-Cola was a drink lots of people liked, saying “That thing you admire? It’s our product, not any of those inferior imitations”.
So perhaps we can amend CK’s comment to something like this: Good marketing isn’t about saying “look at me, I’m the greatest” except in some special cases where people are already looking at you and at least considering the possibility that you might be the greatest.
I still don’t know whether it’s right, though. I would be entirely unsurprised to hear of a product that had a lot of success by going in with a we’re-the-best marketing campaign very early in its life.
Plenty of good stuff needs paid promotion to get noticed.
The critical difference here is between good promotion and bad promotion. It is quite possible to promote the idea that you’re a lady, it’s just that it does not involve hiring people to shout at street corners.
Au contraire, they do give evidence.
To quote Maggie, “it’s like being a lady… if you have to tell people you are, you aren’t.” And if you have to hire people to shout at street corners that you’re a lady… X-)
Hmmm.… Only the true messiah denies his divinity?
I’ve got a visceral contempt for advertising, but I also think that’s me being irrational. Plenty of good stuff needs paid promotion to get noticed. There are good ideas that spread on their own, but I don’t think that spreadiness ⇔ good.
Good marketing isn’t about saying: “Hey look at me I’m the greatest.”
What about ‘Coke is it!’, or Muhammed Ali?
I’m sure there are more. I know nothing about marketing, but these seem to have worked.
That statement doesn’t contain any direct value judgement about Coke. It’s about making Coke a default.
Simon Anholt recounts in one of his talks about how Nike’s “Just do it” brand is a tool for Nike to spend less time in meetings to discuss puchasing decisions for office furniture. It allows any manager to just buy the “Just do it”-desk, so they don’t have to hold a meeting about whether to buy a more classy or a more hip desk.
Muhammed Ali is a special case. When he says “I’m the greatest” people might think that’s he’s an arrogant asshole but he’s an arrogant asshole that can beat up everyone. That’s a persona that’s interesting for the media to talk about. He was antifragile against journalists considering him to be an arrogant asshole.
In the case of Intentional Insights there no reason to polarize people the way Muhammed Ali polarized by claiming he’s the greatest and generally doing his own press interviews instead of letting his managers do them.
I have never drunk Coke or watched a boxing match, but my impression is that Coke’s and Ali’s slogans were only able to be effective because (1) lots of people already really liked drinking Coke and (2) Muhammed Ali was in fact a really good boxer.
I think the “real thing” / “Coke is it” slogans were adopted exactly because other companies were making their own competing products that were intended to be like Coca-Cola. So they were aimed at people who already liked Coca-Cola, or who at least knew that Coca-Cola was a drink lots of people liked, saying “That thing you admire? It’s our product, not any of those inferior imitations”.
So perhaps we can amend CK’s comment to something like this: Good marketing isn’t about saying “look at me, I’m the greatest” except in some special cases where people are already looking at you and at least considering the possibility that you might be the greatest.
I still don’t know whether it’s right, though. I would be entirely unsurprised to hear of a product that had a lot of success by going in with a we’re-the-best marketing campaign very early in its life.
[EDITED to remove superfluous parentheses.]
The critical difference here is between good promotion and bad promotion. It is quite possible to promote the idea that you’re a lady, it’s just that it does not involve hiring people to shout at street corners.