If I’ve read it once, I’ve read or heard it a thousand times, the four words in the headline referring to good advertising: Cut through the clutter. Talk about setting the bar low! And if you are advertising you are branding. Proponents of this kind of investment need to be taken to the woodshed.
If the main goal of communications to customers and prospects is simply to have them notice us we’re being stupid lazy. And likely ceding too much power to the ad makers.
Shouldn’t our aspiration for communications be to make people “feel something, then do something?” And shouldn’t those feelings and doings be strategic? Based upon brand values and brand claim?
If you ever find yourself in a room with makers and hear the words “cut through the clutter,” you are probably about to create the clutter.
Don’t do it.