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Cicero wrote the "Little Handbook on Electioneering" as a strategy memo for his brother's campaign for Roman consul in 64 BC. The parallels to modern marketing are uncanny.
It may seem paradoxical that something we proactively avoid most of the time is something we actively love once a year, but the real paradox is why marketers don't encourage that kind of cultural embrace of their advertising year-round.
I spotted a Tesla with a peace sign covering its T logo. The symbolism was clear - virtue signaling that "I like Tesla, but I don't like Elon's politics." It felt dated, out of place, an old story.
TL;DR Mamdani won a landslide victory in the New York Mayoral race because his campaign focused on progressive marketing theory not just progressive policy. Humbug, I say.
Some jaw-dropping stats: we spend 80% of our waking hours consuming media, including 5.3 trillion-plus ads each year. That's trillion with a T.
Brands are irrelevant. And they've never been more important. Just ask my boyish self.
Jake Paul is not a good boxer. That's right, I said it. Jake Paul is rubbish at boxing. But he managed to get 108 million of us to watch a boxing match that we pretty much knew would be bad. And he got paid $40 million for it.
Legacy marketers still anchor their brand-marketing in traditional paid advertising. In the current performance-marketing era, the reality is they can't afford to do that anymore.
Two recent stories suggest an approach to channel-thinking or channel-planning that goes beyond classic campaign-thinking -- one that understands and can impact the social diffusion of ideas.
Great article. Thanks for sharing!
Thanks for the comment Ed. I hadn't seen your research. It sounds like it deserves a wider audience. Your eyes-on-screen stat is quite an eyebrow raiser itself. I'm sure you have more accurate data but my admittedly fuzzy math suggests that on that basis, we might be wasting $40 Billion a year on TV ad spend too. (That's the GDP of Cyprus...)
Yes, good points Ted and I agree with all of them. Although #3 will be one to watch. If they can manage their cash flow and the efficiency of their supply chain, then these 'non-brands' may be able to continue to steal at scale. Thanks for reading.
You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.