"Marketers need to behave less like studios that charge by the hour and more like newsrooms that charge by the word." -Ron Faris

Are you making ads while Rome burns?

Gareth Kay, Chief Strategy Officer and Associate Partner at Goodby, Silverstein & Partners used the 50th anniversary celebration of “brave advertising” in Cannes this year to share some true pearls of wisdom from the stage. 

"Clients are asking us to grow their business and solve big, tough, complicated commercial problems. Yet our default behavior and niche obsessions with the ad makes the link between the commercial imperative and the creative solution far too weak and indirect."

Our "default behavior" and "niche obsessions with the ad" sound pretty horrid. May we rid ourselves of these chains and return to being inventors and makers of brand value. 

Be admirably purposeful in your doings 

Tim Westergren, Founder and Chief Strategy Officer at Pandora has some good advice for entrepreneurs. In three words: remain forever optimistic. In a few more words...

"Your currency is your enthusiasm and self-belief; It's what attracts investors and people to your cause, and it's the wellspring that keeps your own spirits high as you climb a daily wall of worry. If you lose that resoluteness, your will follows closely behind and you get overwhelmed by all the external pressure and the doubt that comes with it." 

Six things business owners must do well to succeed

The road to entrepreneurship is littered with good intentions. And failed enterprises. To keep your company alive, Bob Diener, Founder of GetARoom, offers these key insights: 
  • Set realistic expectations
  • Have a clear value proposition
  • Offer unique attributes
  • Find your niche in a sizable market
  • Design a sound business model
  • Pull in customers cost-effectively
I love the simplicity in this list and believe in its wisdom, although the tasks themselves are not so simple. 

Source: Harvard Business Review

Content's role in driving luxury vacation bookings

I recently wrote a feature article for The Content Strategist about the role well-made content plays in influencing purchase behavior among wealthy vacationers.

Here's a quick bit from my 1000-plus word article:

Recommendations from trusted sources, more so than advertising or content campaigns, influence purchase decisions at The Siam, says general manager Jason Friedman. “The awards the property wins and the editorial coverage we receive from the international travel press is the content our prospective travelers covet most, and skilled travel agents know how to use this information to close,” he says.

Let's talk MarCom 

What communications challenges are you faced with at the moment? Do you require outside assistance to tackle these challenges? Give me a call at 502-970-3862. I can help.

"Do not go where the path may lead, go instead where there is no path and leave a trail." -Ralph Waldo Emerson

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