An ever-growing collage of audio, video, digital, physical, written, interactive, and experiential multimedia.
The thing I hate most about advertising is that it attracts all the bright, creative, and ambitious people.
The key to winning any battle is not spreading yourself so thin that you apply a little force in many directions. The key is to concentrate your forces so that you break through. We call this impact. Advertising that does not have impact is a waste of money.
As a private person, I have a passion for landscape, and I have never seen one improved by a billboard. Where every prospect pleases, man is at his vilest when he erects a billboard. When I retire from Madison Avenue, I am going to start a secret society of masked vigilantes who will travel around the world on silent motor bicycles, chopping down posters at the dark of the moon. How many juries will convict us when we are caught in these acts of beneficent citizenship?
An idea can turn to dust or magic, depending on the talent that rubs against it.
If people aren’t telling you that your idea is crazy, then it is likely not a very good idea.
Both destiny’s kisses and its dope-slaps illustrate an individual person’s basic personal powerlessness over the really meaningful events in his life - i.e. almost nothing important that ever happens to you happens because you engineer it. Destiny has no beeper; destiny always leans trenchcoated out of an alley with some sort of Psst that you usually can’t even hear because you’re in such a rush to or from something important you’ve tried to engineer.
Take whiskey [for example]. Why do some people choose Jack Daniel’s while others choose Grand dad or Taylor? Have they tried all three and compared the taste? Don’t make me laugh.The reality is that these three brands have different images which appeal to different kinds of people. It isn’t the whiskey they choose, it’s the image. The brand image is 90 percent of what the distiller has to sell . . . Give people a taste of Old Crow and tell them it’s Old Crow. Then give them another taste of Old Crow, but tell them it’s Jack Daniel’s. Ask them which they prefer. They’ll think the two drinks are quite different. They are tasting images.
We are in desperate need of troublemakers. We need shit-disturbers. We need hell-raisers.We need the kind of quarrelsome, pugnacious, opinionated people that make the arts vibrant and interesting.There’s way too much consensus. Way too much cordiality. Way too little controversy.We need people who give a shit.
The solution to a positioning problem is usually found in the prospect’s mind, not in the product.
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