Archive for January, 2010

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The article below is one I wrote for the most recent issue of the Raving Consulting Newsletter. Needless to say, I feel strongly about this topic, so I’ve decided to publish it here on our blog as well.

Two days ago my creative director and I were discussing ideas for a potential client, and we were arguing. We had a great business idea for the client, but the business idea didn’t match up with the advertising solution I was convinced the client wanted to buy from us. The client was looking for a new brand solution, and they very much liked our Grand Casino “What’s Your Grand Casino Story?” campaign. And so I thought the answer was to find a Guest-centric testimonial-like branding idea, but Cathy felt her idea — which was not a Guest-centric testimonial branding idea — she felt her idea was something better, something bigger, and something that could reposition the client and drive huge business. I said, “The client wants a brand campaign that looks like this.” And she said, “No, our job is to help our client use their marketing dollars to drive more business. And this idea is bigger than advertising. It’s a positioning idea that is something more. Remember, an ad is only as big as the billboard, but an idea can be much, much bigger.”

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