tag:blogger.com,1999:blog-5249997465016074955.post3164397743736521418..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: What The Hell Are They Teaching?BOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger18125tag:blogger.com,1999:blog-5249997465016074955.post-35198365741660718302012-10-27T15:23:21.229-07:002012-10-27T15:23:21.229-07:00I expect you to assume the same attention whenever...I expect you to assume the same attention whenever a TV campaign fails on similar dimension. several editions of Super Bowl ads occur to me.<br /><br />And i do feel Pepsi Refresh was a failure. but then again, everything is obvious once you know the answer/outcome.<br /><br />As a big fan of critical thought, i'm beggining to get tired of the group thinking/ partisan comments at the Ad Contrarian. Of course, you're welcome to completely ignore this comment.Armando Alveshttps://www.blogger.com/profile/00751769415161153832noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-7022992857774757622012-10-24T11:02:43.286-07:002012-10-24T11:02:43.286-07:00Jeff, this is the best post I've read in a yea...Jeff, this is the best post I've read in a year about the adverse and largely ignored effects of social marketing. Nobody gives a shit about whether or not a corporation is good to people. <br /><br />Great post. Great insights. Bring back the days where good ideas ruled instead of new media. And by all means, remember that our job is to help sell shit, for fuck's sake.<br /><br />Cheers.Carrie Talickhttp://carrietalick.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-12823671410340239462012-10-24T07:45:23.860-07:002012-10-24T07:45:23.860-07:00I cannot wait to read your thoughts on the recent ...I cannot wait to read your thoughts on the recent "Jaguar rebranding" push!<br /><br />Big fan of yours,<br />Stefan Pertz<br />Founder, Launchpad Sdn BhdStefan Pertzhttp://www.launchpad.com.mynoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-57299914921576401962012-10-23T11:41:16.056-07:002012-10-23T11:41:16.056-07:00This is a super post and this blog has forced me t...This is a super post and this blog has forced me to reactivate my Google reader account in case I miss anything.<br />There is so much cant being spread about social media marketing that it is not even amusing anymore.Terry Gorryhttp://webdesigndublin.orgnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-29541225771413631052012-10-23T07:27:30.617-07:002012-10-23T07:27:30.617-07:00I am going to send this to the world Bob.
THANK YO...I am going to send this to the world Bob.<br />THANK YOU.<br />I read the same column you did and was bewildered by their statements.<br />Just because you teach marketing, this doesn't qualify you to be a great resource when it comes to honestly answering the question DID THE PLAN WORK?<br /><br />Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-89357737192251994012012-10-23T05:50:44.691-07:002012-10-23T05:50:44.691-07:00Brilliant.Brilliant.Harvey Briggshttps://www.blogger.com/profile/01509290141801264985noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-71998777829415938232012-10-23T02:11:21.609-07:002012-10-23T02:11:21.609-07:00Funny isn't it, before Pepsi Refresh the socia...Funny isn't it, before Pepsi Refresh the social media people said the problem is brands are not investing enough time and money. Then it's too much once it failed. Then it's not integrated enough. It's like talking with goldilocks.<br /><br />Jimhttp://www.teeming.co.uknoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-43475041214090844622012-10-22T17:53:21.529-07:002012-10-22T17:53:21.529-07:00I think you answered my point well Alex. I don'...I think you answered my point well Alex. I don't believe the mistake was to put good money into social stuff, but was diverting too much money from the wider brand profile into a separate project that didn't fit into an overall strategy.Rob Mortimer (aka Famous Rob)https://www.blogger.com/profile/10070962082242558718noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-50621313799714719622012-10-22T12:27:09.483-07:002012-10-22T12:27:09.483-07:00Great post. Fantastic to have comments back too.....Great post. Fantastic to have comments back too...Patrick Strattonhttps://www.blogger.com/profile/10773104097681791177noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-5064734650803264002012-10-22T11:19:29.588-07:002012-10-22T11:19:29.588-07:00Aside from a few academics somewhere, don't th...Aside from a few academics somewhere, don't think there's any debate the Pepsi Refresh project was, in fact, a failure. The real question is why?<br /><br />My view is that if the Pepsi Refresh project shows us one thing, it's that you can't just take your entire budget, put it into a social media initiative, and expect it to replace the impact of all other communication. The reason it failed is not because it was inherently bad, but because it wasn't adequately integrated into a through-the-line communication strategy. The mistake they made was thinking that good acts alone would be enough to sell product. <br /><br />Saying that all marketing initiatives that create value for consumers are bound to fail, however, is far too broad and far-reaching a statement. The key is to keep your eye on the prize — sales -- and design communication plans (across all channels) accordingly.<br /><br />Did Pepsi Refresh Project fail? Yes. But it's important we take the right lessons away from that failure.<br />Alexhttps://www.blogger.com/profile/17101165061806913858noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-59983607131340573912012-10-22T08:57:07.579-07:002012-10-22T08:57:07.579-07:00I thought the old stereotype "Those who can, ...I thought the old stereotype "Those who can, do. Those who can't, teach." had been dead and buried for a long time. Looks like it's trying to make a comeback.Timnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-78198193681778882492012-10-22T08:21:21.467-07:002012-10-22T08:21:21.467-07:00Some of these respectable professors from the same...Some of these respectable professors from the same universities that promoted the junk subprimes?Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-50087717046692801102012-10-22T07:36:38.325-07:002012-10-22T07:36:38.325-07:00Great post, but I have much more confidence in the...Great post, but I have much more confidence in the ability, no the determination, of other companies to continue having grandiosly stupid conversations about brand purpose, despite this fabulous Pepsi example.KLnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-62973875366438773902012-10-22T05:42:17.098-07:002012-10-22T05:42:17.098-07:00Sounds like the professors are trying to sell shit...Sounds like the professors are trying to sell shit to their students. At least I think it's shit. It smells familiar, that's for sure.Chris Seigernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-37044842658503327152012-10-22T03:27:56.812-07:002012-10-22T03:27:56.812-07:00Looks like the future of marketing will have two t...Looks like the future of marketing will have two types of marketeer.. those who market on behalf of a client (i.e., selling something measurable) and those who market marketing (i.e. selling a method)<br /><br />The trick for the client is identifying which is which.Anonymoushttps://www.blogger.com/profile/01918275749205993474noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-6761715016189318342012-10-22T03:04:53.793-07:002012-10-22T03:04:53.793-07:00I think for sugar water marketers, meaning/purpose...I think for sugar water marketers, meaning/purpose - especially when packaged as a "marketing program" and at the expense of advertising - is an ill-chosen route. Can't say that's true of every business, especially those for whom advertising isn't a principal promotional tool. Nonetheless, I fully agree with - and will steal - your line, "the "role of purpose" is to sell shit. Any further questions?"Anonymousnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-19941879225476411082012-10-22T02:25:38.626-07:002012-10-22T02:25:38.626-07:00Agree with the sentiment, one question thought its...Agree with the sentiment, one question thought its worth asking.<br /><br />Do you think the decline was down to the refresh project failing, or down to lack of tv campaign and branding?<br /><br />Clearly it was less effective than previous years, but maybe doing both would have worked far better than swapping one for the other.Rob Mortimerhttp://www.ad-pit.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-45352828011312225422012-10-22T02:23:43.334-07:002012-10-22T02:23:43.334-07:00Fantastic post. Except for this bit:
"First ...Fantastic post. Except for this bit:<br /><br />"First of all, no company will ever again be stupid enough to listen to the delusional blather of "social media marketing experts" and do what Pepsi did."<br /><br />I wish that were true. But unfortunately, it isn't.Neil Chttps://www.blogger.com/profile/12412053104448966202noreply@blogger.com