Marketing 102: Unleashing the genie in the bottle.

Marketing and communications strategy typically requires a very focused, targeted approach, and for good reason.  It's cost-effective, measurable, scaleable, and helps channel the creative sensibilities.  For that reason, most marcomm and ad companies follow a general, agreed-upon script with particular variants in terms of industry focus, target audience, and creative delivery.  But, when you think of the most iconic and everlasting campaigns, the script is very likely thrown out the window.

We think of Just Do It, Where's the Beef?, Rolex, Mac, iPOD Nano and iPhone ads, among a few others.  For anything earlier than 1970, just watch the Mad Men series to get a better idea of brands that made their mark.  These were excellent campaigns -- they transcended gender, age, socioeconomics, culture and borders.  What did their success come down to?  In some cases, it was a catchy phrase, a funny, crazy concept, a relevant (or completely irrelevant) story, or a simple extension of a great, unique product.  Ultimately, they all connected to the spectrum of human emotions -- a sense of thrill, excitement, anxiety, happiness, irritation, exhiliration, adventure, love, youth.  Even a 50 years from now, some college course on the next iteration of advertising will be referring to the Nike or Mac campaigns.  And, likely these ads extended their companies' longevity.

Unleashing the genie in the bottle often it has NOTHING to do with the almighty mantra of marcomm and advertising: demographics.  Yes, it's important, because you need to know who you want to be talking to.  But, it really starts with a great concept, content, and creative.  This is what pushes all that other stuff over the edge.  So, it truly is Don Draper's world, no matter what the Pete Campbell's might say.  You can take all the delivery methods you want -- whether it's billboards or Twitter -- but it's not going to do a damn thing unless you have something really relevant, interesting and impactful to say.  Then, let that genie soar.