Thursday, October 8, 2020

When do you fight?

Take a Stand. 

Bill Bernbach has a famous saying, “If you stand for something, you will always find some people for you and some against you. If you stand for nothing, you will find nobody against you, and nobody for you.”

It is important to draw a line in the sand that says, “This is who we are.” What is your purpose? What is your fight? If you are standing on this side of the sand, then who is standing on the other side?

For us, we have always been on the side of proven classics. For example, we believe in the 4Ps of marketing even though there are newer, sexier marketing mixes. The 4Ps have been around and have served many marketers for over 60 years. It will likely work for the next 60 years. We believe in integrated marketing and media integration. Digital is but one medium for reaching out. We don’t believe there are magic bullets. We don’t get too excited about the new and fancy because we know tried and tested is best. We believe small and medium enterprises (SMEs), when given the right counsel and system, will become bigger more efficiently and effectively. It’s one reason we teach a masterclass to SMEs almost every month of the year. These are some of the things we believe.

These things and some others define who we are. It alienates us from some clients. We get ostracized by some in the industry. It’s OK because if we were to sell tom yum, not everyone will appreciate the sour and spicy tom yum we serve. We aren’t going to sell watered down tom yum just because some people don’t like the heat and acidity that we serve.

Who would believe you?

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