Func-Spec Chapter 2 REsearch Research is where I find true leadership in marketing happens. It’s easy to make some basic assumptions about what to do and who the customer is, but actually digging into the market landscape takes time. What…
Using Operations to support Creative Excellence In our continuing exploration of how operations supports creativity, I wanted to dive into a recent restaurant experience. Here, the brand, the food and the experience are all thought of as creative expressions, but…
Stakeholders and Goal Setting Our first phase after the approval of a functional specification document is to set the tone for the process. This involves identifying our key stakeholders and establishing the primary goals of the project. Who is approving…
Simple Trigger Tactics for increasing the value of email programs This is more of an idea dump than anything, because if you’re trying to grow the value of your email program, you’re probably looking for new tactics. Or, if you’re…
Tools for Managing projects, Customers and Expectations Long ago, my agency introduced the concept of the ‘functional specification document’ or ‘func-spec’. This was in response to a string of custom web projects that went woefully over budget on time and…
That sentence was one of biggest turning points in my career. Young, doe-eyed entrepreneur and slick marketing dude faced with the same jargon I slung for years. It was a proposal filled with buzzwords. The customer was asking for something they couldn’t define to fill expectations they couldn’t articulate. Nightmare.
I was reading some article on our love for garage sales. The quaint backyards and double bays opened with all the personals a lifetime has gathered, ready for bargains.
What is really appealing to people is that you’re buying more than just second hand treasure (or junk), you’re buying stories. A family cared for this furniture, children grew up and made memories with those toys and these tools lasted a generation and will continue to serve.
I’m probably most upset about this because of the dire saturation these Chevy ads have been having everywhere. It grinds on me to see most advertising in place of my programming, but these Chevrolet ads are so blatantly misleading, and not in that fun ‘make fun of yourself’ way that we find endearing.
The beauty of archetypes is that we all know what they are, even if we can’t consciously place them. Symbols have always been powerful marketing tools because they carry a certain emotional weight, and provide shortcuts to meaning. There’s a symbolic connection with the image of a magician or ruler that transcends borders and cultures, and those are the roots of archetypes.
Look, I have to say first that I like the idea of the program; I just don’t like how it was done, whom it was done by or why they did it. Make sense? More discussion about racial equality is a huge hot button right now, and it needs to be brought to the forefront, but why Starbucks?
I have to question the entire thought process with my top reasons that the program didn’t make sense. Not reasons why it didn’t work, but why would you do it in the first place?