I hate to feature the same thought leader twice in one week, but this cartoon was just too good to pass up. Instant classic!
And another reason why Tom Fisburne is sure to be a fixture on the brandbuilder blogroll for a long, long time:
I’ve worked with large traditional brands and small challenger brands, and I started thinking about marketing planning for each. I played around with cooking as a metaphor, and this cartoon idea popped out.
In traditional marketing planning, I think far too often there’s a product that isn’t that differentiated but that you try to save with heavy media spending. With so much advertising clutter, media spending is becoming less and less effective. So, it’s harder and harder to save a mediocre product and lackluster ideas just with media spending alone.
The answer isn’t too add more dough, of course. It’s to start with something worth sharing and not to skimp on the yeast. I think that brands that have a remarkable product and a remarkable message get shared no matter what they’re spending.