Web Copy Blog

Four of the most potent words in the advertising universe used to be “As seen on TV.” How quickly things change. Media fragmentation is making advertising choices increasing complex, with current predictions indicating that there may be fewer than 10 to 15 years left in which to establish a global or national brand the traditional [...]

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“Positioning” must be among the most repeated words in the advertising lexicon rivaled only by “research,” “morph” and “it wasn’t my fault. What’s most remarkable is that marketing survived so long before Al Ries and Jack Trout coined the term and explained their concept. But once they did, everything changed. If they’d patented the word, [...]

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Imagine the movie Casablanca with Ronald Reagan (who was cast originally) instead of Humphrey Bogart. Or Mission Impossible without Lalo Shiffren’s iconic theme music. My point is there’s occasionally a little something in the execution or production that really adds to a basic idea, improves/changes/replaces it, and literally makes all the difference to its success. [...]

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Marketers readily fall into rule worship. Faith can be blind. There are many false prophets. One of these was called “The Great god of Negativity” by some of the creative departments I’ve worked in. This meant that their precious idea had been sacrificed on the altar by someone, on high, in the pecking order, who’d [...]

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Let’s be frank; it’s hard to be genuinely warm in a cold-hearted business. However, advertising is the business of ideas, it’s imagination applied to marketing, it’s an instinctual evolutionary tool developed as a means of ensuring survival in this jungle. Which means the somewhat rational process of getting to a great ad must be carefully [...]

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