Confessions of a forgetful liar.

I confess that I wasn't totally truthful when talking to a client the other day. He said that he wanted to "create some buzz out there" and I told him that, first, he had to identify and understand what makes his offering different from, and better than, his competitors.

Of course, that was a lie.

Marketers can create buzz anytime they want by doing (or saying) something that's audacious...or shocking...or hilarious...or even scary. Problem is, if it doesn't end up being relevant to answering the "what's in it for me?" question that always exists, then it doesn't translate into preference, which is the marketer's pot o' gold at the end of the rainbow. The only thing that's been sold is the buzz, itself.

I love a good laugh. Only sometimes, I don't remember who told the joke.

The New Communities

Growing up in the 50s and 60s, the first communities I remember revolved around my school, my church and my neighborhood. Later, as society evolved (or devolved, depending on your view), traditional communities seemed to give way to new communities -- many defined by brands. For example, kids were bused to school from different neighborhoods all over town, but on the playground, all the kids who wore Nike Air Jordans were part of a new community. Another great example: Harley riders. What other brand can you think of that is so strong that members of its community literally burn the brand symbol on their arm? One new community that will be interesting to watch during the coming year: The Tea Party movement. Stay tuned!