Tom Asacker

Joseph B. Lightfoot on persuasiveness

"There is no persuasiveness more effectual than the transparency of a single heart, of a sincere life."

An unsolicited email from an unknown person (Is that what we refer to as spam?  Because if it is, my mailbox runneth over) just showed up in my inbox. It deserves a pause and some contemplation. Is it a sign of things to come? I'll ask it again: Are we beginning to demand authenticity and sincerity from marketers?  Even from agencies?

America’s most prominent men’s activist, Glenn Sacks, has just initiated a major campaign supporting Euro RSCG’s work for Volvo and aimed at deterring Volvo from awarding their $150 million advertising account to Arnold Worldwide. Arnold has consistently generated some of the most negative images of fathers, husbands and men in advertising. This is reflected in their recent Fidelity campaign, which is based almost entirely on depictions of idiotic men.

Euro RSCG is defending the Volvo account and has generated some of the most positive images of husbands and fathers that we have seen in recent advertising.

Information on the Glenn Sacks campaign can be viewed at http://www.glennsacks.com/volvo.php . In the first day of the campaign over 1000 people contacted Volvo and asked them to choose against Arnold Worldwide.

Richard Smaglick

Fathersandhusbands.org

societypmm@fathersandhusbands.com

If you have questions, contact richard_smaglick@comcast.net 

William Jefferson Clinton on strength and wisdom

"Strength and wisdom are not opposing values."

And neither is strength and humility.  Do you see that article to the right of this post?  The one titled, Plaid is the New Black & White?  This video is a perfect example.  And even if you don't think so, it is funny as hell.  I know I feel a bit like Bill right now (mid-February in the Northeast and all).

David Wolfe on the changing marketplace

"Everywhere, companies face the challenge of operating in a world in which they no longer have the control; over markets that they once had. The Internet and other advanced information technologies give the masses enormous power to resist companies' attempts to take control of their minds and wallets.  This has changed the rules of marketing and management and given life to new forms of organizational architecture."

For an insightful read, one that illuminates the greatest transformation in capitalism since Adam Smith and shows how to achieve success in this radically new era, pick up a copy of my friend David Wolfe's new book, Firms of Endearment.  You'll learn why today's most successful companies bring love, joy, authenticity, empathy and soulfulness into their businesses, and deliver emotional, experiential, and social value - not just profits.

Here are a few endorsements:

"Firms of Endearment is one of the most important business books in years, if not decades. Its introduction of the concept of ironic management alone marks it as a breakthrough book for business in the 21st century. Chock full of new thinking, Firms of Endearment seems destined to influence business management theory as no book has in a long, long time."

- Peter Derby, former Managing Executive for Operations and Management, U.S. Securities and Exchange Commission, Former Chairman & CEO, DialogBank and Troika Dialog Investment Banking Group

"This book not only challenges capitalism's traditional marketing paradigm but the very 'genes' of capitalism. If any book is going to launch a New Capitalism of Caring, it is this book that redefines great companies as stakeholder value builders, not just shareholder agents."

- Philip Kotler, C. Johnson & Son Distinguished Professor of International Marketing at Northwestern University (named by the Financial Times as the #4 management guru of all time behind Jack Welch, Bill Gates, and Peter Drucker)

W. H. Auden on authenticity

"Some writers confuse authenticity, which they ought always to aim at, with originality, which they should never bother about."

My friend Grant McCracken has focused his clear, and culturally astute, eye on Dove's "real beauty" campaign and has written a couple of great posts.  Like all of Grant's musings, these really got me thinking.

Dove: Authenticity or Perfectly Executed Instrumentality

Grant, and many others, believe that "the Dove campaign for real beauty is a great example of marketing that works with contemporary culture, not against it."  And I happen to agree.  As "contemporary marketing" goes, Dove's campaign is brilliant.  But here's what I'm wondering: Is it authentic, original, neither or both?  And more importantly, do people who purchase the Dove brand care one way or the other? Let me elaborate.

Dove is a Unilever brand.  But guess what?  So is Axe.  Uniliver's Dove celebrates women by encouraging them to take pleasure in their individual beauty.  Unilever's Axe portrays women as a ditsy, sex crazed collective. Same company.  Two worldviews. Or at least, that's how they present themselves to us through their marketing.  Truth be told, as consumers, we really have no clue.   So pardon the cynicism, but Unilever, therefore, is not being authentic.  But here's the question: Do we care?

Does it matter to us, as potential customers, that we're being played by Unilever to sell soap?  Does it rub us the wrong way, or do we simply suspend disbelief, as we do with movies and other forms of entertainment, and go along for the ride? Do we take offense at the instrumentality of their business model, or do we embrace it as good "storytelling"and buy in to the brand sham?

There are many truly authentic organizations who do good work for the benefit of mankind (and womankind).  Unfortunately, many are not skilled in "marketing" and "branding," and so they struggle to gain our much needed financial support. That bothers me.  But what about you?

I'm truly looking for some input from you here.  Should Auden's critique be reversed for marketers; to wit, "Some marketers confuse originality, which they ought always to aim at, with authenticity, which they should never bother about."  Be honest, i.e. how do you make marketplace decisions?  I really want to know.

 

Margaret Atwood on snow and love

"The Eskimo has fifty-two names for snow because it is important to them; there ought to be as many for love."

Happy Snowy Valentine's Day! As I relax with a cup of hot chocolate and peruse my online newspapers, a few random shame on them, what a shame, and kudos spring to mind:

1. Kudos to Aflac for announcing that it will be the first major U.S. company to let shareholders vote on executive pay packages.  It's about time.
2. Shame on Michael Waltrip's crew chief and team director who were both thrown out of the Daytona 500 and suspended indefinitely today because an illegal substance was found during inspection for the season-opening race.  Doping stock cars. Stupid. And the car was a Toyota Camry.  What a shame for a company that has been winning without cheating or hyperbole.
3. Today Chrysler announced its long-awaited restructuring, which included a 16 percent reduction in its work force (13,000 workers), shift reductions, a plant closing and a surprise hint that the plan could lead to a DaimlerChrysler divorce. Another shame. Talk about a Valentine's Day massacre.
4. Atlanta-based Delta Airlines said it lost $1.98 billion for the three months ending Dec. 31, 2006 compared to a loss of $1.24 billion a year ago.  Shame. Now get this: During 2006, discount leader Southwest Airlines raised fares an unprecedented six times, and they just raised them again on Monday.  Kudos to the Southwest brand! What's the Southwest brand about now?  People are not choosing Southwest because they have the lowest fares (check for yourself online). They're choosing Southwest because the airline gets them, and their luggage, where they're going and on time.  And people are willing to pay a premium for that.
5. Finally, Ben & Jerry's has named a new ice cream in honor of the comedian Stephen Colbert: "Stephen Colbert's Americone Dream."  "I'm not afraid to say it. Dessert has a well-known liberal agenda," Colbert said in a statement. "What I hope to do with this ice cream is bring some balance back to the freezer case." Colbert, who spoofs flag-waving conservative pundits on his Comedy Central show, "The Colbert Report," is donating his proceeds to charity through the new Stephen Colbert Americone Dream Fund, which will distribute the money to various causes. Kudos Stephen!    

Leo Burnett on advertising

"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."

I had to forgo last night's Super Bowl partay, in order to catch a very early morning flight to George Town, Grand Cayman this morning.  In my book, a speech on a cruise ship in February beats late night binging on chili and nachos.  But that's just me. ;)

Any way, since I was going to be home watching the game and it was going to be quiet enough to hear myself think, I thought I'd blog it in real-time.  You can check out my reactions, feelings and thoughts below.

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THE PREGAME SHOW

5:15 PM

Here . . . we . . . go!  I've got my Vaio, a few subs from Giovanni's, and . . . I'm already bored to tears with the pregame coverage.  C'mon.  Let's get it on!  And if you could care less who wins, here's some incentive: If you're heavily invested in the stock market, root for da' Bears.  According to the "Super Bowl Indicator," a Super Bowl win for a team from the old AFL (AFC division) foretells a decline in the stock market for the coming year, and a win for a team from the old NFL (NFC division) means the stock market will be up for the year. Coincidence? Probably.  But this indicator has been surprisingly accurate (around 85% correct) over the years.

5:19 PM

Another ad with Peyton Manning?  You have got to be kidding me.  Watch what happens to those advertising "halo effects" when the Colts lose tonight. ;)

5:48 PM

Cirque du Soleil are awesome, as always.  Their lithe bodies and acrobatic skills compel me to get off of the couch and return my chips to the cupboard.  Not!

6:03 PM

Kick-off show!  What the hell were those other shows?  Oh . . . that's right . . . the Pre-Kick-off shows!  Talk about overkill.

Kay Jewelers advertising during the Super Bowl?  Wow. They certainly don't understand "context," do they? It reminds me of an episode of Law & Order that featured a horrible birth defect called Fetal Alcohol Syndrome.  I was absolutely stunned to see a commercial for Jack Daniels during that show!

6:15 PM

Ford continues to waste money on advertising.  And they don't even know what they're advertising.  The ads keep telling me that it's "coming soon."  Hey Ford, save your money and just tell me when you have it.

6:17 PM

I don't know.  Billy Joel pop singing our national anthem just doesn't do it for me.  It sort of epitomizes the U.S.'s aging decline.  I think CBS blew it by not signing Dreamgirls co-star, and American Idol castoff, Jennifer Hudson.  An underdog in 2004 rising to the occasion and belting out an emotional rendition of a song written for an underdog in 1812.  Hey, no one asked me.

6:23 PM

Coin toss. 'Nough said.  Although there was a lot of money won and lost in Vegas on that toss.

6:24 PM

Another commercial for Ford's Super Duty Pickup.  Okay, NOW we know why they advertised it: It's built better. They would have done better to keep it a secret.

6:28 PM

Finally, the kick-off.  And . . . Hes . . . ter . . .goes . . . all . . . the . . . way!  Wow! Unexpected and, thus, engaging and memorable.

6:34 PM

Budweiser's rock, paper, scissors college humor ad.  Doritos' $12 consumer-created love at first sight story.  Blockbuster's mouse abuse tale.  Sierra Mist's beard comb-over and karate weirdness.  All typical for Super Bowl ads and, thus, a waste of a lot of money.

6:48 PM

7 - 6 Bears.  And off to a Toyota Tundra commercial that I was sure was another Ford ad.  I swear it was the same voice-over.  Not good.   But the Bud wedding auctioneer bit was a gas.  Although I feel like I've seen it before.  And what was with FedEx's spacecapade?

6:52 PM

Snickers accidental kiss was hilarious.  Does it make me want to buy a Snickers bar? I think not.  But perhaps I don't really know why I buy what I buy.

7:16 PM

GoDaddy . . . everybody wants to work in marketing.  Not if you work for Wal-Mart.  Right Julie?

7:32 PM

Carlos Mencia's somewhat racist humor. Down and out on his luck dog gets mud spots and the bitch. Garmin's Power Ranger inspired ad (what were they thinking). Chevy's guys stripping in the street disaster.  Bud's slap fest.  I've had it!  Sorry, but this is a waste of my time and energy; not to mention advertisers' time, money and film. Although I'm pretty sure that the advertising-industrial complex is lovin' it. 

P.S. Well, if I'm going to make it through the entire second half, I'm going to need something sweet to pick me up a bit.  Ahhh . . . perhaps a Snickers bar?

P.S.S. Call me a sentimental fool, but I did like Coke's anti-Super Bowl ad formula approach; celebrate life, quirky joie de vivre, go after a warm smile not a raucous laugh. Kudos Coke!

Gilbert K. Chesterton on art

"Art, like morality, consists in drawing the line somewhere."

Even though I'm a Boston guy (or maybe because I'm a Boston guy), I wasn't going to chime in on the Boston marketing massacre. I figured that it had been fully fleshed out by both mainstream and social media.  In fact, the search term "Aqua Teen Hunger Force" just returned 2,930,000 hits on Google, with hundreds of blog posts and references to reports by the NY Times, USA Today, CNN, Reuters, Forbes, ABC News, the San Francisco Chronicle, Hollywood Reporter, E! Online, BusinessWeek, Salon, the Belfast Telegraph, News24 South Africa, Xinhuanet China, etc.

I like Chesterton's pun, and I'm sensitive to the inconvenience touched off by Interference Inc.'s stunt (although I think my fellow Bostonians need to lighten up a bit). Perhaps a line should have been drawn, I'm not really sure.  But who is going to define that line?  To me, this piece of guerrilla marketing was no more than that; a promotional stunt.  No one was intentionally trying to incite a panic.  Assuming that was the case, what are we to do about the impending onslaught of these types of public antics?  Even Thomas Jefferson agreed that "taste cannot be controlled by law."

Perhaps we should have done what the folks in New York City, Los Angeles, California, Chicago, Atlanta, Seattle, Portland, Austin, San Francisco, and Philadelphia did: ignore it. Because when all is said and said and said and done, this event will turn out to be a clear home run (albiet a serendipitous one) for Turner Broadcasting's product.  We'll soon be seeing those boxy-looking, profane Mooninite characters on everything 18-to-24 year old guys wear and consume.  Like it or not, the unexpected Boston drama has captured the public's fascination and entered our everyday conversations - today's holy grail of marketing.  And guess what?  You . . . yea you, Time's Person of the Year, are the ones who helped Turner achieve it. ;)