Friday, August 17, 2007

The Gaurdian of Product Differentiation

The Calle School for Product Intelligence
Guardian of Product Differentiation

Subject: Product-based selling-solutions solve all marketing problems

(Los Angeles) - You can’t power up brands with advertising if they’ve been fed a consistent diet of day-old-data-salad[1] for years. You need our Disruptive Consumer Intelligence®.

Switching agencies won’t power up your brands. It just needlessly upsets people who were doing their best when what they really needed was the knowledge to take your business to the next level. Switching agencies also won’t power up your brands because agencies don’t want you to have better ideas. Crafty Chairmen realize that Clio’s are the glass beads that impress. There’s no need for substance when bling will suffice. Agency execs know that if you actually had better ideas, you could then sell more of your product for less money. And what advertising agency wants that? But the truth is, if you switch agencies the required homework will still go undone. Who wants to pay for homework? It’s hard enough just to get clients to approve production budgets. Penny wise and pound foolish, brands subsist, year-after-year, on meager diets of day-old-data-salad.

Consequently, you don’t have to look far to find marketers who shoot from the hip and don’t do their homework. That’s what sent Crispin Porter + Bogusky to detention when they hit their dead end with ConAgra. Don’t act surprised. Not doing your homework is wide spread. You don't do it either. “There are plenty of smart, talented, successful people who are able to take their business only so far because of the limitations of their vision and leadership.”

Switching agencies, jettisoning brands, constant promotions, licensing, products unpopular in the face of changing consumer preference, the need for product placement, the ceaseless media pursuit of consumer ears and eyeballs and more are all signs that your company does not know what truly motivates consumers about your products. How much more profitable would your company be if it could get your brands off the artificial life support that has kept them going the past thirty years? In all that time, your company has not figured it out. We can differentiate your product so that consumers come looking for you. Schedule a meeting. Find out more. Reply today

[1] Day-old-data-salad is made with any combination of gathered and measured data.

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