Tuesday, December 07, 2010

Obama And Advertising. Lessons To Be Learned.

In an article by Timothy Egan of the NY Times, he mentions that what President Obama needs right now is a Big Idea.

How many times have we heard clients say that? What we need right now is a big idea. And then, when agencies offer them that big idea, they reject it as being too risky.

The biggest risk that advertisers take is in not taking risks. In not standing for something. In trying to appeal to everyone, they end up appealing to no one.

Obama came into office promising to change things. If you compare politicians to suits in the ad biz, the suits basically marginalized everything to where nothing has impact. Our politicians are doing that now.

Obama’s a great story-teller. Great advertising people are great story-tellers. But they need the idea on which to base the story.

Raymond Chandler put it this way. “A good story cannot be devised; it has to be distilled.”

Great ideas don’t come from compromise. Compromise is the result of small minds working together.

Leadership is more often than not, the result of a great mind working alone. Of not being afraid of failing. Of knowing how to inspire. People are 80% emotion and 20% reason. You cannot reason people into greatness.

Just like you cannot reason people into buying your brand.

Risk is the price you pay for opportunity.

Every brand has its opportunity in front of them.

To be great, politicians (and brands) need to stop politicizing opportunity into failure.

The Irish have a saying, “There are many excellent ways to achieve failure. But not taking a chance is the most successful.”

I don’t believe that Obama’s Irish.

Kennedy was.

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