"I agree, but am seriously at a loss as to what that "new proposition" might be for them. I don't know where they go or what "niche" in consumers' minds they might try to own. I was thinking maybe evolve to become an…"
"Sometimes bad marketing still sells products. That doesn't make it good, or strategic. Just lucky. I can't conceive of any instance where "incredible creative, strong messages, and the right image" would not be a marketer's…"
"I can't imagine attempting to implement any kind of fundamental changes in corporate mindset without reflecting that change, supporting that change, in corporate structure. If a company has been traveling down a certain path for eons, its going…"
"I'll give the ad a 1. I understand Michael's point of view, but I think he's drastically over-reaching in his comments, reading far too much into it. It's a positive ad. It tells a good and upbeat story. It positions Coke in a…"
"I also really enjoyed reading your piece. I wonder if sometimes its a bit more complicated though. For example, if we use Michael's example of McDonald's, I understand that the burgers are the primary offering, but doesn't the Coke…"
"Can speaking out of a brand's voice be used as a strategic tool? I don't know anything about IE8, but if MS was losing share to other browsers and wanted to shake things up, couldn't something like this ad be used, knowing that it…"
"I think the biggest mistake with this one is not that its provocative and gross, but that it is so out of brand character for Microsoft. Some brands have strategic license to be provocative, others just don't. For example, I'd say Kanye…"
"Provocative can be good. I think, though, that's there's probably a difference between political attack ads and consumer product advertising in the sense that we don't have one product - essentially - creating an ad that says very…"
"If the objective of advertising is to create recall and "buzz" about a product, what do you think about how this ad approaches that task? Clearly, its over the line. Microsoft pulled it, not surprisingly. But, when is it OK, or even…"
"I'm not sure which is more important, the emotional or the physical. I'm not sure its important to know which though either. It's like asking which is more important, the brain or the heart? In practical terms the question is kind of…"