In the course of my career, I’ve done a lot of good work for brands that simply weren’t cool. And if you’re an observer of our industry and the people who comment on it, you know that brands that are seemingly out of favor have a tougher time gaining traction — even when there’s good marketing behind those brands.
For advertising professionals, the struggle occurs because we know even mundane brands are capable of better, deeper, more meaningful work. We’re capable of creating it. We look at Chrysler or Old Spice and believe, when all the stars are properly aligned, we can put a new face on an old brand. Occasionally, a brand like PBR can become cool again without a managed effort, but most companies don’t leave such things to chance.
It’s the subject of my latest column on Talent Zoo, which will be on the home page tomorrow.
And if Santa or Hanukkah Harry doesn’t bring you anything fun this year, you can order the best of my columns and have some fun. Kindle version coming soon.