Wednesday, March 27, 2019

Made You Look Marketing

It's cheap. It's easy. It's virtually worthless. And it's happening far too often these days thanks in a large part to the proliferation of media and all the 24/7 platforms that unquenchable thirst for constant content.

I call it "Made You Look Marketing." Or in other terms, executions in search of a strategy.

The latest trend is auto manufacturers to get attention is to have someone make their cars out of Legos and seemingly everyone is doing it from Chevrolet to Bugatti to McLaren. For Chevy maybe it makes some sense because it's a tie-in to the Lego movie (we'll discuss the merits of that at a later date), but why are manufacturers of multimillion dollar cars that are already sold out doing it? And, how can a tactic that's right for a mainstream brand be appropriate for a niche manufacturer targeting the 1% of the 1% of the 1%?

It's not just Lego cars either. So much is happening in marketing right now that is both derivative and ephemeral, with no grounding in marketing strategy and no lasting impact on brand image.

This short-term thinking is leading marketers to follow the latest shiny new thing regardless of its effectiveness. In some cases, it's undermining the integrity of our entire business.

Marketing and branding is strategic and requires long-term vision from which short term tactics can be executed. The pressure to get clicks, views, likes, and follows as a proxy for awareness, preference, and sales has been going on for far too long. It's time for marketing leaders to thing about the future of their brands, not the next big thing in marketing.

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