We live in an age of exploding ideas and noise. Selling your no doubt very spiffy product is an increasing challenge given the increased (and increasing) number of platforms, messages and voices. Once and a while, however, a clear voice resonates back to why we want to listen and who we want to listen to.
In this regard, on my daily media sweep today I thought that recent remarks by Marc Pritchard, Global Brand Building Officer at Procter & Gamble, distilled the essentials of effective marketing to an approach that it is very difficult to argue with in this (as described by Mr. Pritchard) new “Golden Age of Ideas”:
First, start with something true.
Second, consider why anyone would care (in Mr. Pritchard’s parlance, the “give-a-crap-factor”).
Third, make your brand matter, because “there’s no point in starting a conversation that your brand can’t be an authentic part of’.
Who am I to argue?
Great principles.
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I am a Toronto competition/antitrust lawyer and advertising/marketing lawyer who helps clients in Toronto, Canada and the US practically navigate Canada’s advertising and marketing laws and offers Canadian advertising/marketing law services in relation to print, online, new media, social media and e-mail marketing.
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