Marketers have created some of the world’s best throw away lines, “Less is more”: “Sweeter, sweeter the more you repeata” etc. All with deft levels of meaning, mostly good but all very vague. One such term, actually it’s an acronym, is KISS.
The acronym KISS [‘Keep it simple stupid’] is now officially under review by me. I’ve learned it’s a contradiction in terms! It’s a gaff! A clanger – a true oxymoron! It’s clever and idiotic at the same time. You see keeping things simple is bloody complicated and no one understands that any more.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
One of my dearest friends reminded me just yesterday that I had been responsible for impacting on his life some 30 years ago when, as an after dinner speaker, I had told a story which he had never ever forgotten. Flattered, but confused I confessed with absolute honesty, that I could not remember the moment and asked him to which of the many stories he referred?
Amongst the many joys of being a marketer, I have, in my time, been honoured to speak at hundreds of functions as both a support speaker and on some occasions as the keynote speaker. What a joy to discover that someone was actually listening.
So greed is good? All evidence to the contrary! If you want an answer just take a look at the stock market high jinks, the world finances spin that would challenge a ‘Whirlpool’ washing machine. As one of marketing’s geriatrics I’ve seen most of it before so it worries me less than it might have. What’s different this time is that people are genuinely looking at things differently. Our consumer research senses a new mood, something we haven’t seen before and it’s not just an Australian thing.
We’ve examined literally hundreds of campaigns and strategic marketing ideas over the years and what strikes me as odd is that almost all of those which fail, do so due to a consistent omission.
We’ve been covering the basics and we’ve looked at research, uncovering the internal product needs; the consumer target and how that market behaves. So you understand what your product does by way of a solution and you’ve tackled measuring its value to the consumer which in turn assists you to develop a positioning strategy. It’s time to look at your brand.
If the objective of a newspaper headline is to make you read the article, it certainly worked with me when I opened the local paper just yesterday, but only after the fire brigade had hosed me down to ensure the medicos could treat me for a massive attack of hysterical laughter. After the little men in yellow and half the regional ambo. service had left and the valium had kicked in did I start on the article itself.
My Mother, Grand Mother and umteen aunts were all knitters. What confused me wasn’t the great speed with which their nimble fingers worked but what they did with all the pieces when they finally were finished. Bits shaped like a baby seal. Long skinny pieces that always seemed to be longer than anyone’s arms. Scarf like slices which could wrap up a refrigerator, all turned into a warm sweater with those grotesque patterns that brought great amusement to the local lads. Yep! Thems was the days my friend.