tag:blogger.com,1999:blog-5249997465016074955.post1753401645722425820..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Cheese Tweet Damage ControlBOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger6125tag:blogger.com,1999:blog-5249997465016074955.post-22630834356816882012014-05-29T15:30:10.772-07:002014-05-29T15:30:10.772-07:00Nah. I agree with snippy.Nah. I agree with snippy.Mark Hillhttp://www.markhillonline.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-86357866958393760932014-05-29T15:23:03.684-07:002014-05-29T15:23:03.684-07:00Sorry I was snippy. Bad day.
While I agree that s...Sorry I was snippy. Bad day.<br /><br />While I agree that strategy is an essential part of advertising, I don't see anything in the tweet in question that reflects a strategic insight a bright 12-year old couldn't come up with in 15 minutes.<br /><br />I saw this all the time in the agency business -- stupidity and incompetence justified by "process."bob hoffmanhttp://adcontrarian.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-92118592961153792012014-05-29T11:38:34.705-07:002014-05-29T11:38:34.705-07:00To be clear, I'm not claiming that the tweet i...To be clear, I'm not claiming that the tweet itself is a "good" brand communication. I'm simply putting it in the context of what it hopefully is: ONE tiny piece of a larger campaign. My guess is that the essential message is something like "cheese is a classy, social food that should be a part of your social life." That can be communicated in a variety of ways, across a variety of media.<br /><br /><br />Also, I hope you don't think that my comment about "reporting by someone who either doesn't know or doesn't care" was about your reporting. I was referring to the BI piece. I have a high degree of respect for (most of) your philosophies about social and other media's use in marketing.Edmund Hershbergernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-63380705507568367222014-05-29T11:29:56.248-07:002014-05-29T11:29:56.248-07:00Really, professor? Well tell me this, what was the...Really, professor? Well tell me this, what was the "relevant, original, and impactful essential message" of that idiotic tweet? Give me a break.bob hoffmanhttp://adcontrarian.blogspot.comnoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-87865761538188323372014-05-29T11:23:50.155-07:002014-05-29T11:23:50.155-07:00The fact of the matter is that it very well may (a...The fact of the matter is that it very well may (and perhaps should!) take 45 days to develop a campaign strategy. Doing the necessary research in order to identify an appropriate audience, establish useful and strategic communication objectives, craft a relevant, original, and impactful essential message, and drafting a communications brief to codify all of these decisions does take time. It is very likely that this tweet was one message of many to come, and in fact I believe the BI story implied this very thing. So it technically DID take 45 days to write a tweet. But it's not like that 45 days ONLY resulted in that tweet, and the next one will take another 45 days. It's sloppy, sensationalist reporting by someone who either doesn't know or doesn't care how creative happens.Edmund Hershbergernoreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-56906921791138868672014-05-29T07:22:03.665-07:002014-05-29T07:22:03.665-07:00Wow...just think how much better it would have bee...Wow...just think how much better it would have been if they had more time....the pressure today is unbearable.Roger Maltbie Pittsnoreply@blogger.com