Marketing strategy can so easily become like a cosmic black hole sucking you into spinning verbosity. A case of the more words the less meaning. Depth of experience has taught us that Marketing and Advertising Strategy is about applying four simple principles, with precision.
The legendary Bill Bernbach, inducted into the copywriters’ Hall of Fame in 1964, captured the essence when he said, “The most powerful element in advertising is the truth.”
He said, “The truth isn’t the truth until people believe you and they can’t believe you if they don’t know what you’re saying, and they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting unless you say things imaginatively, originally, freshly.”
Carl von Clausewitz, the Prussian military strategist and author of On War, said,
“Where absolute superiority is not attainable you must produce a relative one at the decisive point by making skilful use of what you have.”
Advertising at its best is the skilful use of the advantages we have to capture brain memories. This is how we influence attitude and behaviour change and achieve measureable results. That requires Depth – combined with singularity of purpose.
As von Clausewitz says, “Pursue one great decisive aim with force and determination.”
Carl von Clausewitz said, “Many assume that half efforts can be effective.
A small jump is easier than a large one, but no one wishing to cross a wide
ditch would cross half of it first.”
Marketing and advertising failures are littered with half-ditch leaps in the dark. Half-hearted thinking, combined with half-hearted resources, might tick a box or two but it rarely can tick a single neuron or synapse or create brain memories that influence behaviour. The competition for engaging memory is so awesomely huge, that half a neuron won’t hack it. (Actually, it will have a probability of less than 1 in 100 billion.)
Needless to say at LyleBailie we don’t believe in half-hearted, half-thought, half-cocked advertising. Why? Because we hate to see a client fail. You may have already guessed that from our work.
On this core issue of strategy, we believe in being single-minded about what needs to be achieved and how it can be achieved.
The inexorable flow of our logic leads to the realisation that, strategically, everything should be tested with evidence. We call this the LyleBailie approach:
This is how we work. This is how we plan. We know from vast experience that the pursuit of excellence is always more cost-effective than mediocrity. But we also know how to be practical and realistic, working with clients to achieve decisive results. Pragmatism works.
The enemy of a good plan is the dream of a perfect plan.