Sunday morning speculations

Everybody is talking about it; few are brave enough to experiment.

Are you using classical media in a classical way to promote classical product or service? If you’re not Procter & Gamble with endless budget, then it means for you driving a car looking in the rear-view mirror. You need to stand out. Be special in what you do. Extraordinary. Otherwise you may be living, but what a life it is, being gray and boring and bringing nobody to think, laugh or cry. If you earn enough to get your mortgage payments in time and are satisfied with it – fine. Your one of those who has a lack of imagination combined with willpower. This is the combination that leads on. Safe is boring. If you do not happen to be a guy with a golden brain - outsource it. Besides that you need to be passionate about your field of activity and smart enough to recognize a good idea.

Although changing marketing mix isn’t the solution anymore. Not today. Very special and extraordinary advertising alone does not give you the long-term results you are longing for. The innovation has to come from the product or service you are offering. Offering a memorable user experience is the key.

In today’s situation consumers are looking for security and many companies are offering secure products and services to survive. No one has the resources, willpower or courage to experiment. It s a perfect ground for creating something outstanding, as the market situation is making it possible. By being outstanding I do not mean outrageous or scandalous. This is already despair. Scandalous redeems itself only if this is the core essence of your brand. But in the longer run intelligent kind of outstanding creates more brand value. The trick is to think small before thinking big. It’s the details that count today.