Aveam un articol prin ciorne pe tema asta, cum că nu se mai fac reclame bune, memorabile, totul e gândit pentru a genera clicuri, like-uri, engagement, totul e măsurat, e analizat, se joacă doar la sigur, să nu supărăm clientul, să nu supărăm cumpărătorii, să nu ajungem ca Bud Light. Dar am găsit bucata asta de mai jos din Advertising For Skeptics, de Bob Hoffman, care sumarizează problema:
Advertising is different. We respect no history. We observe no principles. We have no connective tissue.
Every generation tosses out what was learned before and declares it dead. Marketing is dead. The “big idea” is dead. Positioning is dead. Brands are dead. Traditional media are dead.
Every generation invents its own clichés that mean nothing, but for a brief time pass for wisdom e.g., likeonomics, engagement, conversations, storytelling, empowerment, brand purpose…
The absence of principles is the dirty little secret behind why we engender so little respect in the business world. Well, that and Gary Vaynerchuk.
In most disciplines there are unifying principles. Some examples: Physics has the law of conservation of energy. Biology has natural selection. Economics has supply and demand. Baseball has spitting and scratching. These are fundamental to the nature of the endeavor. In advertising, what are the proven unifying fundamental principles that we all accept? If there are any, I don’t know what they are. A field of endeavor without principles is not a discipline — it’s a free-for-all.
We used to believe that creativity was the essence of successful advertising. No longer. We used to believe that big ideas were the backbone of outstanding advertising. No more. We used to believe that an agency’s primary job was the delivery of outstanding ads to its clients. Not today.
What do we believe in now? Likeonomics, engagement, conversations, storytelling, empowerment and brand purpose? These aren’t principles. These are the dreadful clichés of a tired industry.
