Tuesday, September 29, 2009

turd polishing

Theres a well know phrase 'nothing ruins good advertising quicker than a bad product' [source needed?].
With that in mind I enjoyed an nugget in neuroscience marketing.com by Roger Dooley around Brand authenticity.

Roger says:
'The simple message is that today it makes no sense to waste money on polishing a brand that has underlying product problems. The mismatch between the brand message and the real consumer experience will surface sooner rather than later, and that dissonance may actually make things worse. Fix the product first, THEN worry about branding.'

Good point but it's deeper than that. If we agree that what a brand does is more important than the message then we are talking about value creation. Ethics, even.

So in looking for the elusive ROI on creating value in situations we should consider the behaviour that flows from these ethics and what it contributes the kind of society we live in. The big picture.

Unethical business practices and crappy products have direct economic consequences.
Simple example: Using crappy materials in foods (we've all seen the chicken factory documentaries) peoples' health is at risk.
There's the knock on of medical costs then, of course, these people work less efficiently, have time off sick causing a decline in productivity etc etc

Someone once said to me 'thinking in straight lines will keep you going round in circles.'

If we only focus on the linear progression of the economic events we forget that 'nature unfolds in all directions'. Economics, advertising and products are part of one vast interconnected whole thing, subject to the same natural laws as everything else.

One of the biggest mistake we as agencies make is chasing anything with a budget, but often it pays to remember you cannot polish a turd.

blog comments powered by Disqus