In business school, I had the opportunity to read a number of books written by a preeminent strategist whose name I'll not mention here. Even before he addressed my class as a guest lecturer, I admired his POV.
Of late, however, this marketing guru appears to have painted himself in a whole new light. Without giving too much away, I'd like to share with you some bits of his unique position as stated in a recent Forbes article:
"If you're like me, you're totally bewildered by the so-called digital revolution and its impact on marketing."
Okay, with you so far... not!
"The digital, non-traditional media world remains more hype than reality. Marketers still invest over 95% of their budgets in traditional media. There's lots of chatter, but show me the money."
You mean beyond what we've shown you this past year?
"Next you must realize that a lot of these new media forms aren't very good at storytelling and explaining why you are different from your competitors. Entertaining someone is nice, but selling to them is better."
"The best you can do with many of these new forms is have your name visible while you're entertaining. Such was the case with the silly Burger King-online Subservient Chicken program."
I think someone missed the point.
"If you keep your eye on your story and find ways to tell it via the new tools, not only will it clear up the confusion, but it will make your brand a lot more successful."
Hmm, do you think it's possible to teach a digitally confused pro new tricks?