The Problem With Advertising

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The problem with advertising today is that it informs rather than sells. And there is a difference. Every time an ad informs it conveys the manufacturer's or provider's thoughts on a subject. A slice of thinking or tangent not relevant to all. As Simon Cowell would say on AMerican Idol; "an indulgence." That is different than focusing on a well-reasoned and highly differentiating reason-for-being for a product or service. The information ad only appeals to those who think like a minority - you - the ad or marketing manager. The ad that sells a reason-for-being makes the product or service relevant to a much larger audience. Examples on request.

Vote for President - American Idol Style

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I am tired of the way politicians run the way we elect a president. Wait, you thought you had a say in all this?!

I'm tired of the Obama/Clinton and bystanders dog and pony show. Meaningless drivel. Debates. Ha. It's like watching Judge Judy or The People's Court! Election debates, like advertising in America has fallen to the level of the people who watch it, which is why we click through it. You'd have to have a pretty simple mind, or a Family Guy/Simpson's mind to believe that the orchestrated "electiontainment" we view on TV actually constitutes meaningful discourse on which we make decisions. Back up. Remember. Americans don't make decisions. We don't make choices. We are not proactive. We are reactive, and let things like George Bush, Bill Clinton, Barak Obama and Hillary Clinton happen to us. Like Zig Ziglar says. Americans don't make choices. "We get up everyday no closer to hitting goals we never set for ourselves in the first place." Then we protect the candidate we believe should be the next President. Get real. Voting for next President of the United States has become something akin to going door-to-door soliciting small B2B accounts for Staples or Office Depot. As soon as you walk in the receptionists say, "No thank you. The bosses like Office Depot and I know they don't want to change." What? You think all these guys woke up this morning with the first conscious thought on their mind being, "Today I am going to defend my current office supply company to the death.!?" They just don't like you. And our choice in candidates is not a choice. It is the lesser of two evils. They are not leaders and most of us pick a candidate based upon who we think will do the least additional harm. Leader of the free world. Not. Presidents should be picked under the criteria "Entertainer of the Year.

We should do away with the electoral college, primaries and caucus states as they bear little resembalence to the popular vote. Bush lost the popular vote. Instead, think more in terms of voting on American Idol. Lets just have the candidates perform over a sixteen episode season and America can text in the winners of each week's competition. Then again, would Taylor Hicks be better? Doughtry seemed to do OK. Let's call the show American President. Anyone in Hollywood want to help me produce the show with Simon Cowel as one of the judges? Who cares how old the voters are who text in. We have adults voting now and we pick crappy Presidents.

Calle Creativity Summit - New York, New York - November, 9-11, 2007 - Host Cat Deeley

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American Idol presenter Cat Deeley will host Calle & Company's 10th Annual Creativity Summit in New York November 9-11, 2007. Director of Differentiation Strategy Martin Calle says attendance has grown every year. Invitations closed August 29 and the event is sold out.

This year the conference will focus on product differentiation and why CEOs are more likely to jettison a brand or ad agency than look in-depth at the product to find brand boosting product-based marketing solutions to take the business to the next level.

CEOs chase consumer ears and eyeballs, they promote lavishly, but the anchors, the product's features and benefits can only take the business so far. The goal of the conference will be to present attendees with solution strategies. To illustrate, Martin said that M&Ms started out as a hard shelled candy. Nobody wanted it until Rooser Reeves found a more abstract under pinning; "they melt in your mouth, not in your hand." Martin says answers like this are so obvious, they're not obvious. Advertisers no longer think that way, substituting a product's reason-for-being with :30 seconds of buzz du jour dialogue. And advertising has taken a tumble. Martin says, "My grandfather had a farm. My dad had a garden. I have a can opener."

Breakouts will cover Multi-Dimensional Creativity® - a linking process that creates the conversation of creativity in consumer minds, Abstract Dimensioning® - the critical mass of connected thought that becomes available when stimulated into existance through the use of custom-created proactive materials. Question-based or Quantitative Marketing - pitfalls and poor traditions of gathering and measuring data, establishing Perceptual Monolpolies® - the lost ad process and more. A complete calendar of events is available from Calle & Company. future@callecompany.com