Build Penetration or Purpose.The Marketer’s paradox
Ask any Marketing gal/guy in the middle of her/his day what she/he is busy with — Building Penetration strategies to grow the broad base of new consumers .Big New neon signs . Timely tokens to Tickle treats . Buy one get one free jingles (BOGOF) . And look in their screen woks of cooking desire and you see screen lickin pack shots and sultry price offs.
Cut to the lonely agency gal in the corner writing gut wrenching, mascara massacring, goosebumps surging words and stories about how the brand opened the world of the masses and then they lived happily ever after.
At this precise moment — enters the media manager looking over both their sunken shoulder and she shouts — it’s perfect . As long as it works in 6 seconds !
Its the sad state of marketing today. Penetration vs Purpose marketing at the mercy of 6 seconds of show time .
I say advertising is broken. It’s time to design Post Advertising brands. Brands that move people without advertising. Move them to think, feel and act for the better of the self and the planet .