A risky strategy for success

21 Nov

Mouse with a helmet at a mousetrap

Someone contacted me regarding my recent post about bad advertising to suggest that most bad advertising is merely conservative. Just as there are conservative investors, so are there conservative advertisers.

It was further suggested that conservative growth and return on investment is in the best interests of many businesses.

I respect the point of view, but let me be clear:

If you’re slow-pitching your product to your market, you’re not convinced your business is a winner.

Doing conservative (bad) advertising to avoid success is a risky strategy. Your competitors will be thrilled by your lack of a killer-instinct.

The Brand Interventionist Recommends

Sell your brand like you believe in it. That’s what good advertising says about you.

In the words of advertising legend Leo Burnett: “When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.”

The biggest risk you can take is to not take any.

Just be sensible and wear some head gear.



2 Responses to “A risky strategy for success”

  1. Murray Kirk November 21, 2012 at 10:08 pm #

    I’d comment on this post but you’ve pretty much pinned the tail on the donkey on this one Doug!

  2. Doug Brown November 21, 2012 at 10:19 pm #

    Or on the mouse! Thanks Murray, nice of you to say so.

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