Now that the Supreme Court has struck down a centuries-old law limiting the money corporations and unions can spend on political advertising, maybe we'll get some good political commercials.
Here's what I mean vis a vis advertising.
Almost 50 years ago, Robert Townsend was CEO of Avis Rental Car. He went to Bill Bernbach with this one sentence brief: "My competition has five times the money I have. Five times the cars. Five times the counters. Five times the people. So, how do I get advertising that's five times as effective?"
Five times as effective.
In nearly every marketing scenario there is a client who like Avis is being severely out-spent. Seldom does anyone consider the sentence I've bolded above. Instead they "compete" by imitating.
Imitation is the sincerest form of camouflage. If you're being out-spent, you have one course of action: out-think.
