Sign in
  • Home
  • Contact
  • About
  • Process & Pricing
Sign in
Welcome!Log into your account
Forgot your password?
Password recovery
Recover your password
Search
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
Brand Strategy. Steve Poppe, Founder.
  • Home
  • Contact
  • About
  • Process & Pricing

Message Resistant Consumers.

By
Steve Poppe
-
May 4, 2010
684
0

Just as farmers are toiling now with herbicide resistant weeds, members of the marketing community are having trouble connecting with advertising resistant consumers.

Roots.

Roots is a concept I discuss with my consulting clients; the return to a simpler, more prideful lifestyle.  Don’t throw away your million iPazzles — not that type of simple.  But do watch old black and white, finely crafted movies on them.  (Etsy is a hot web property that plays to the roots phenomenon — catering to the hand-made crowd.)

Because of herbicide resistant strains of weeds, many farmers are back in their fields plowing and manually pulling weeds, a practice hey had long forgone. Roots.  Advertisers, on the other hand, rather than creating more meaningful and sales-appropriate messages — also roots — have decided to take their selling messages to new places.  Advertising is now all over our favorite web applications and phones and and and…   As we become more resistant to sales message we don’t need to invent new media to carry those messages; we need to reinvent the messages themselves. The introduction of account planning to advertising was the first acknowledgement of that. It’s use in digital media is growing and not a moment too soon.

Marketers, here are some words to live by: don’t overly complicate, message the benefit, avoid sameness, read Maslow, and smile (whistle) while you work. Peace!

Share on FacebookShare on TwitterShare on Linkedin
  • TAGS
  • Account Planning
  • digital media
  • etsy
  • herbicide resistant weeds
  • ipad
  • ipazzle
  • marketing
  • roots
  • smart phones.
  • whatstheidea. whats the idea
Previous articleData and Product Recalls.
Next articleA little “Friendly” Advice for Facebook
Steve Poppe

RELATED ARTICLESMORE FROM AUTHOR

Marketing

Things We Remember.

Marketing

Proof or Poof.

Marketing

Experience, the Forgotten Branding Tool.

Recent Posts

  • Brand Strategy as Science.
  • Brand Positive
  • Benefit-Shoveling.
  • Bennies.
  • Chicken or egg?
  • A Little Stand-Up.
  • Creativity and Brand Strategy
  • AAdvantage. Not!
  • Things We Remember.
  • Working With Creatives.
  • Proof or Poof.
  • Follow The Money.

Archives

Categories

  • 3 Ps
  • Account Planning
  • Advertising
  • advertising technology
  • anthropology
  • Apple
  • artificial intelligence
  • authenticity
  • automobile marketing
  • B2B marketing
  • Bank Marketing
  • Behavioral targeting
  • benefit shoveling
  • Beverage marketing
  • beyond the dashboard
  • beyond the dashboard planning
  • Big Data in Marketing
  • binary brand strategy
  • boil down
  • boilerplate
  • brand agenda
  • brand bank
  • brand brief
  • Brand builders
  • brand building
  • brand claim
  • brand craft
  • Brand Design
  • brand discovery
  • Brand Engineering
  • brand experience
  • brand idea
  • brand journalism
  • brand love
  • Brand Management
  • Brand Names
  • brand persuasion
  • brand planks
  • Brand Planning
  • brand planning insights
  • brand planning tips
  • Brand Planning Tools
  • brand prepping
  • brand research
  • brand science
  • Brand Strategy
  • brand strategy adherence
  • brand strategy compliance
  • brand strategy consultancy
  • Brand strategy definition
  • brand strategy discovery
  • brand strategy effectiveness
  • brand strategy examples
  • brand strategy framework
  • brand strategy hacks
  • brand strategy tarot cards
  • brand strategy tips
  • brand strategy tools
  • brand syllabus
  • brand transformation
  • Brand value
  • brand-babble
  • branding
  • Brands
  • Business development
  • Business Planning
  • business strategy
  • care-abouts and goood-ats
  • claim and proof
  • claim and proof array
  • CMO Tenure
  • coca-cola brand strategy
  • Coke marketing
  • cold calling
  • Communications
  • Communications Planning
  • consumer care-abouts and brand good-ats
  • consumer insights
  • Content Creation
  • Content Marketing
  • content strategy
  • context in brand planning
  • copywriting
  • craft ecomony
  • creating bias in branding
  • Creative briefs
  • creativity
  • crm
  • Customer care
  • Deeds
  • DEI
  • Design
  • digital advertising
  • Digital Marketing
  • Digital Measurement
  • Digital media
  • Digital promotion
  • Digital Publishing
  • Digital Strategy
  • ecommerce
  • education
  • endemic benefits
  • Engagement
  • engagement planning
  • engineering preference
  • examples of great brand strategy
  • Experiential marketing
  • experiential research
  • Facebook Marketing
  • Fast Food Marketing
  • Fast Twitch Media
  • Featured Articles
  • Financial advertising
  • free day of planning
  • fruit cocktail effect
  • future fridays
  • future of work
  • Game Marketing
  • good-ats and care-abouts
  • Google
  • Green tech marketing
  • health care branding
  • healthcare branding
  • Healthcare Marketing
  • Idea Audit
  • Image Advertising
  • Innovation
  • insights
  • Integrated marketing
  • Integration
  • Intentional marketing
  • Internet of things
  • Is-Does
  • Leadership
  • logos
  • Loyalty marketing
  • market research
  • Marketing
  • marketing analytics
  • Marketing during corona virus
  • Marketing hacks
  • marketing plan
  • marketing predictions
  • Marketing Strategy
  • marketing tactics
  • marketing trend
  • master brand
  • master brand strategy
  • memes
  • messaging
  • Microsoft
  • Mobile Marketing
  • modeling marketing
  • Monetizing social media
  • naming
  • Negative Branding
  • networking
  • New product launch
  • Newspaper
  • one claim three proof planks
  • organizing principle for product experience and messaging
  • paper brand strategy
  • Pent-up demand
  • Performance marketing
  • personal branding
  • planner's prayer
  • poetry in planning
  • political branding
  • posters vs. pasters
  • pr
  • Pregnant context
  • presentations
  • Privacy
  • Product design
  • Promotion
  • proof
  • proof planks
  • purpose driven brands
  • QR Code
  • rebranding
  • Recruitment
  • remediation economy
  • reputation management
  • research hacks
  • restaurant branding
  • retail advertising
  • retail branding
  • Retail Marketing
  • Return on strategy
  • Sales Strategy
  • Sales training
  • Sampling
  • Search
  • search engine hacks
  • segmentation
  • SEO
  • service company brand strategy
  • Social Marketing
  • Social Media
  • Social Media
  • Social networking
  • Sports marketing
  • startup marketing
  • steve@whatstheidea.com
  • Storytelling
  • Strategic Planning
  • tactics-palooza
  • taglines
  • targeting
  • Technology Marketing
  • Transmedia
  • Trends
  • Twitch Point Planning
  • twitter
  • User Experience
  • Video advertising
  • Wearable technology
  • web strategy
  • Website marketing
  • Yahoo
April 2023
M T W T F S S
« Mar    
 12
3456789
10111213141516
17181920212223
24252627282930
© Newsmag WordPress Theme by TagDiv
MORE STORIES

Brand Planners Prayer.

Steve Poppe - January 16, 2015
0
Things we remember. We remember beauty. We remember new. We remember rich. We remember melody. We remember funny. We remember nature. We remember poetry. We remember pain. We remember educators. We remember warmth. We remember...