Change.
So you may have had enough of hearing this word, or are probably immune to the meaning behind it.
Let’s see how powerful it would be to apply the same in the world of Advertising and Communications.
Anyone who worked in Advertising/PR will probably drone for hours about how clients think they know what s best for them , and how frustrating it is when campaigns do not generate expected results, or simply how thin the line is between a great success and miserably failed Ad.
I've presented this solution to different Advertising/PR professionals, and it has never been met with anything less than an “AHA!” reaction. Reason being: it is simple yet profound: Change things up.
Benjamin Franklin wrote:
"The definition of insanity is doing the same thing over and over and expecting different results…"
Advertising folks like to admit that they’re outside the norm. Crazy, you say? Maybe. More like non-conformists. We live by the only code which is: NO CODE.
But when it comes to generating results, attitudes are different. You can t afford to be too crazy (or Insane as Ben Franklin quotes above). Simply put, if you keep applying the same method /concept / approach you should not expect to get better/different results.
In a broad sense this has several implications for Ad folks. For example, if Brand X uses the same general platform for too long it risks two things: people get bored quickly or people simply get attached to the platform and will refuse the new platform.
Solution: Change things up.
If your research is not bringing you closer to the consumer, change your tools. Go out and be the consumer.
If your brief is not inspirational enough, break it down and use a different template.
If your media choice is not generating interest, explore alternative media.
If your client refuses to invest in a bigger campaign, change your selling technique or upgrade your negotiation tactics.
Simply put, same behavior generates same results.
The next time you feel inertia against a new idea by a client, just remember Ben Franklin’s statement – it is simply insane to expect your results to change if you continue doing the same things.
Go ahead. Change it up.
So you may have had enough of hearing this word, or are probably immune to the meaning behind it.
Let’s see how powerful it would be to apply the same in the world of Advertising and Communications.
Anyone who worked in Advertising/PR will probably drone for hours about how clients think they know what s best for them , and how frustrating it is when campaigns do not generate expected results, or simply how thin the line is between a great success and miserably failed Ad.
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| source: Meek poster http://www.flickr.com/photos/15702350@N00/1318737291/ |
I've presented this solution to different Advertising/PR professionals, and it has never been met with anything less than an “AHA!” reaction. Reason being: it is simple yet profound: Change things up.
Benjamin Franklin wrote:
"The definition of insanity is doing the same thing over and over and expecting different results…"
Advertising folks like to admit that they’re outside the norm. Crazy, you say? Maybe. More like non-conformists. We live by the only code which is: NO CODE.
But when it comes to generating results, attitudes are different. You can t afford to be too crazy (or Insane as Ben Franklin quotes above). Simply put, if you keep applying the same method /concept / approach you should not expect to get better/different results.
In a broad sense this has several implications for Ad folks. For example, if Brand X uses the same general platform for too long it risks two things: people get bored quickly or people simply get attached to the platform and will refuse the new platform.
Solution: Change things up.
If your research is not bringing you closer to the consumer, change your tools. Go out and be the consumer.
If your brief is not inspirational enough, break it down and use a different template.
If your media choice is not generating interest, explore alternative media.
If your client refuses to invest in a bigger campaign, change your selling technique or upgrade your negotiation tactics.
Simply put, same behavior generates same results.
The next time you feel inertia against a new idea by a client, just remember Ben Franklin’s statement – it is simply insane to expect your results to change if you continue doing the same things.
Go ahead. Change it up.
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