There Are Cash Registers In The Brave New World

Paul Isakson is in the branded utility camp. So am I, but allow me to point out the most important word in the passage below:

As an industry, we have to stop just looking for ways to “build brands” through messaging and start looking for ways to actually help people have better days and build better lives.

The key word is “just.”
Change isn’t as black and white as various change agents sometimes proclaim. It’s a gradual process where old and new co-mingle and overlap.
As I’ve said in other recently published posts, “messaging” isn’t dead, sick or necessarily a bad thing. It’s just (there’s that word again) that messaging can’t be a progressive company’s sole marketing effort.



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.