Every marketing genius in America is telling us that consumers have become resistant to marketing and advertising, right?Tell that to Apple and Toyota.
Here’s what consumers have become resistant to: generic, undifferentiated products supported by smug, benefit-free advertising.
We do not have a new breed of humans. What we have is a new breed of marketing people.
This new breed has forgotten that the purpose of advertising is to sell something. It's not "branding"; it's not to enter into a "cultural conversation"; it's not any of the baloney being peddled by effete marketing aristocrats.
Marketing has one purpose only -- to sell someone something.
Times change, but principles don't.
Why There Are So Many Duds Coming Out Of Business School:
Knowing all the rules of baseball doesn't make you a player. It makes you an umpire.
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