Bruce Tait wrote this piece in 2004. In these difficult times, me thinks every client will benefit if we take his points more seriously. The thrust of the argument is well summed up by this passage: Too often marketers try to cover up a me-too strategy based on the category benefit by asking their ad agencies to make unique ads. The problem is that a tired strategy anchors down everyone trying to be original in any aspect of execution. This differentiation crisis is not a problem of execution. Overall, marketers seem to have lost the ability to think creatively when developing their brand strategies. Or perhaps we are being constrained by a belief system that works against original thinking. Don't you agree?
Posted by Anantha