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Unilever had a similar mantra quotSteal with PridequotThe basics of both were and are simple Look at what others do look at what39s worked for you look around you collect the evidence review collect more evidence then and only then actThis whole process can take a long time or a very short time depending on the task but common to everything is the twin realization that a someone else possibly even someone smarter than you has faced and maybe solved this problem before somewhere and b sometimes your first thought your gut instinct can be wrongThese thoughts come from an acceptance that there are many ways to skin a cat and a humility to accept that even though you have a million Twitter followers a trade press column and a LinkedIn profile that contains every endorsement going you never stop learningIt39s been a good week for the oldies the dinosaurs and those with the experience and the scars to prove itTake the personalization of ads now about to be made rather harder by GoogleLike so many things the reality of personalized ads isn39t quite all that it seems But let39s keep it simple and say that it sometimes makes sense to have many variations of the same basic message and to push the most relevant variant in front of the most appropriate audienceSo if you39re Ford cars you may have a basic message but that message is translated in multiple different ways to promote multiple modelsI may see the old gits39 model with a large boot for the golf clubs a high driving position that allows for easy entry and exit and five doorsYou may see the sporty twoseater perfect for that weekend getaway I really should have been a copywriterBut not always You may be a beer for whom fame is all and context is keyHere39s a quote from a blog called Melting Asphalt by Kevin Simler a man so good he39s been quoted by Bob Hoffman in 2019 and Richard Shotton in I think 2018 and again this week The original quote the below is a precis dates from an even older piece called quotAds Don39t Work That Wayquot I believe it39s from 2014 when dinosaurs roamed the earthquotIf a relatively unknown brand of beer advertises itself as an 39unpretentious funtimes party beer39 during the Super Bowl you can bring that beer to your friend39s BBQ later confident that your intentions will be understoodquotWhereas if the same unknown brand advertised itself across 100 different TV shows reaching the same gross audience and you only saw one of them on an obscure cooking show say you39d have no idea whether your friends at the BBQ would have the same understanding of the brand39s image and whether they would perceive your intentions correctlyquotIf you39re a beer fame is goodIf you39re Ford some degree of targeted messaging is good but all playing to a consistent brand messageThen there39s the news that Airbnb is quotslashingquot their performance marketing spend in favor of brandbuilding workPerhaps the notion of adding some brand magic to the tedious and competitive process of booking accommodation may finally be gaining traction within Airbnb39s hallowed hallsA few days ago I had the pleasure of interviewing Paul Feldwick one of the industry39s best strategic planners for asi Paul has a new book out titled quotWhy Does the Pedlar Singquot with the subtitle quotWhat creativity really means in advertisingquotThe interview was a delight to do a reminder of how good we used to be at ads how popular they were certainly compared to now and why we seem to have lost the knack as quotnew techniquesquot take hold Go here for the podcastThe absurdity of so many modern arguments in themselves reruns of very old arguments about what technique channel or medium works best is that the real answer is potentially everything in combinationNoone39s right all the time most things have been tried Think how much money could be saved if everyone followed the Search and Reapply principleMarketing is rarely either or amp8230 it39s this and that plusThe only issue is how good you are at doing your job Or as my old CocaCola client Jelena Veselinovic put it beautifully in a post this week quotThere39s no such thing as performance or brand marketing There are only different marketing problems that require different marketing toolsquotClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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