Comments on: Recession Marketing: Spend Now, But Spend Wisely http://www.joedigitalblog.com/brand-storytelling/recession-marketing-spend-now-but-spend-wisely Reach. Entertain. Retain. Tue, 06 Dec 2011 21:49:42 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Peter Schankowitz http://www.joedigitalblog.com/brand-storytelling/recession-marketing-spend-now-but-spend-wisely/comment-page-1#comment-51 Peter Schankowitz Fri, 15 May 2009 21:28:09 +0000 http://www.joedigitalblog.com/?p=112#comment-51 You are one hundred percent correct. It all starts with the brand story. Is it engaging, entertaining-----and to your point----is it AUTHENTIC? Trust levels are lower than ever for never every aspect of life. We don't believe our leaders and we sure as hell are wary of the "sellers". That's why I loved that "Simplifiers" notion. It puts the current consumer in an understandable light. They don't want to be sold, they want brands to EARN their loyalty. Tell us WHY we should bother with your brand? Prove it? Show me you really love me by actually listening to me! I know this is a bit hyperbolic, but the core is true. Long live a good story. You are one hundred percent correct. It all starts with the brand story. Is it engaging, entertaining—–and to your point—-is it AUTHENTIC? Trust levels are lower than ever for never every aspect of life. We don’t believe our leaders and we sure as hell are wary of the “sellers”. That’s why I loved that “Simplifiers” notion. It puts the current consumer in an understandable light. They don’t want to be sold, they want brands to EARN their loyalty. Tell us WHY we should bother with your brand? Prove it? Show me you really love me by actually listening to me! I know this is a bit hyperbolic, but the core is true. Long live a good story.

]]> By: Michael Margolis http://www.joedigitalblog.com/brand-storytelling/recession-marketing-spend-now-but-spend-wisely/comment-page-1#comment-3 Michael Margolis Mon, 16 Feb 2009 17:56:14 +0000 http://www.joedigitalblog.com/?p=112#comment-3 Thanks for this great reminder Peter! And nice to have the references of P&G and Hershey echoing this classic truism. When the economic downturns are a great time to invest in the future, and that means spend it if you got it. So in addition to smart ad/media mix that leans towards digital and social media, I think we need to emphasize the theme of brand storytelling here. Because at the end of the day, it doesn't matter how much you spend - its whether you have a story that people can believe in. This one issue is what is at the crux of the entire downturn - we've all stopped believing in the stories we're being told: from the banks, from the government, from our employers, and of course from big consumer brands. Your link to the MediaPost article highlights one of the key implications: ""Quelch has suggested a new category of consumer, "The Simplifiers," who feel they have too many possessions and "reject the marketer's continual pressure to spend more money on possessions rather than education, health care and social goods." But the Simplifier isn't rejecting consumption out of hand: "They want to collect experiences ... Dining out, travel, learning a new sport will prove more resilient than expected in the face of recession.""" The net net of this is the following story implications: 1. Make sure that your brand has a clear promise. 2. Ensure that you CAN deliver on that promise. 3. Offer memorable brand experiences that make the promise reality. Rather simple steps, if we could only figure out a way to execute within our broken systems and competing storylines. Michael Margolis Brand Storyteller www.thirsty-fish.com www.popanthropology.com Thanks for this great reminder Peter! And nice to have the references of P&G and Hershey echoing this classic truism. When the economic downturns are a great time to invest in the future, and that means spend it if you got it.

So in addition to smart ad/media mix that leans towards digital and social media, I think we need to emphasize the theme of brand storytelling here. Because at the end of the day, it doesn’t matter how much you spend – its whether you have a story that people can believe in.

This one issue is what is at the crux of the entire downturn – we’ve all stopped believing in the stories we’re being told: from the banks, from the government, from our employers, and of course from big consumer brands.

Your link to the MediaPost article highlights one of the key implications:

“”Quelch has suggested a new category of consumer, “The Simplifiers,” who feel they have too many possessions and “reject the marketer’s continual pressure to spend more money on possessions rather than education, health care and social goods.” But the Simplifier isn’t rejecting consumption out of hand: “They want to collect experiences … Dining out, travel, learning a new sport will prove more resilient than expected in the face of recession.”"”

The net net of this is the following story implications:

1. Make sure that your brand has a clear promise.
2. Ensure that you CAN deliver on that promise.
3. Offer memorable brand experiences that make the promise reality.

Rather simple steps, if we could only figure out a way to execute within our broken systems and competing storylines.

Michael Margolis
Brand Storyteller
http://www.thirsty-fish.com
http://www.popanthropology.com

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