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Posted 20 hours ago

How not to Plan: 66 ways to screw it up

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For them, TV and traditional media are either dead or dying, consumers are now vastly different from what they used to be, and marketers either fundamentally change their approach or die. Remember: brand associations are built through repetition… 2019 marks 30 years since the Felix cat food campaign first appeared on UK TV… Felix has only ever had this campaign… Once a winning formula is found, advertisers should stick with it… Familiarity and consistency boost effectiveness.

So simply seeing the product on display is one of the simplest and most effective forms of ‘advertising’. By letting go of routines and plans we let ourselves grow and flourish in exciting, unexpected and amazing ways. Brands that take an emotional approach don't need new news, and can use their existing assets in exciting, interesting, creative ways.In fact, wouldn’t be surprised if some of the content was lifted from some of their business pitches. Brands have convinced themselves they need a stream of new news, but unless it's a radical innovation, it's likely to be ineffective. And if you follow this rational persuasion model, then nothing works like ‘new news’… This approach can work well if the product is really ground-breaking.

What we actually see is that differentiation matters sometimes, but more often than not products and services are pretty much the same, so the real game is about distinctiveness. How Not to Use Focus Groups: “Expertly practiced groups can give us a uniquely sensitive understanding of people’s relationships with brands and communication. Brand 'lovers' might have had many books written about them, but they'll always be the exception to the rule.

By clinging onto your routines you can, as Anais Nin says, you elect a state and remain in it, and close yourself off to growth, evolution, and change.

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