FDR – A Change Agent’s Change Agent

Roberto Ramos, president and CEO of The Vox Collective, thinks brand managers ought to look to FDR for inspiration in these troubled times.
With Adweek as his stump, Ramos suggests, a four step approach.
Here’s how he addresses “structural reengineering”:

A salient aspect of the New Deal was the creation of new programs to address specific challenges and the population’s concerns. The imperative for branding restructuring should begin by assessing your brand’s readiness and capacity to gauge consumer feedback. This is a critical time to invest in research to not only understand how they are feeling, but also to gauge which are the most effective ways of reaching them.

Given that money is tight, a brand manager might want to do some “research” on the cheap. Here’s how…
Visit search.twitter.com and enter one’s brand name. With any luck, page after page of results will provide some key learnings.
Here, let’s try it. Pick a brand, any brand. Okay, how about Knob Creek.

nicknelli: final night in this frozen hell chicago, can’t wait to get back to my domain and a stiff glass of knob creek

What can brand managers learn from the above result–the first one I saw at the top of the search page? Knob Creek is akin to a warm fire in the home’s hearth.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.