Marketing Innovation and Inspiration

VIEW THIS ARTICLE ON OUR NEW SITE: Marketing is About What Makes You Different

Each year at this time I am astounded that creative directors and marketers trot-out the same-old-approach to holiday-related television, radio, print and web advertising.

They either turn their logo into some sort of Christmas ornament, make a play-on-words around a holiday phrase, or they butcher a holiday tune to make it fit their company and pitch (The Twelve Days of Christmas or Jingle Bells come to mind when it comes to automobile category advertising).

To me, I've become so annoyed with the easy way out for these supposed "creatives" that I either mute, skip-ahead, or go get a snack.

What this holiday season brings to mind is the mantra of true marketers which is that marketing is all about what makes you different; not how clever you are or efx-filled your approach is.

Granted, with the sensory-overload we receive with so many media channels, it's difficult to remember that effective marketing requires us to step-back and (as an old boss of mine would say) "take a new grip on the axe handle." That is, don't do your work like everyone else. Some of the best creative has been done for very little money; it only takes some brain power.

If you want a few moments of true inspiration, take a look at this recent conference video by Guy Kawasaki; well-known in UI circles, and one of the original teammates of Apple. He'll walk you through the approaches Steve Jobs used to separate yourself (and your product) from the pack, and create breakthrough innovation. It runs about 21 minutes:

The point is, if you truly want to excel in your work you have to be different. Take a completely new approach. Find the differentiators. Don't do it "like everyone else."

As you may have read throughout my columns, there are so many examples of small (and big) companies that manufacture all kinds of excuses to create mediocre marketing; then wonder why it doesn't create positive results. What makes your company truly different in the marketplace? How can you reflect that in your marketing?

Enjoy the inspiring video!

Editor's Note: This blog is moving! Please read this post and more at: Bob Chernet's Marketing Best-Practices

© 2011 Bob Chernet - View all of Bob's articles at: Bob Chernet's Marketing Best Practices . Reproduction of Bob Chernet's Marketing Insights in any manner is unlawful, without the written permission of the author.