Very well said. Some marketers push their luck and end up annoying rather than insightful. Outdoor marketers should give prospects concrete reasons that their juice is worth the squeeze.

Thanks so much for your insightful (and kind) comment.

I was having a conversation earlier with a colleague of mine, and the reason marketers can’t think about anything long-term is because:

1) They’re trying to show quick ROI, and as a result…
2) …are trying to keep their jobs.

Make no mistake; marketers are trying to show the financial folks that their campaigns are worth spending money on. There’s always something quicker and cheaper, but in the long run, it will hurt your brand. I’ve learned that much so far just reporting on the marketing profession.

Anyway, I hope you come back to my page soon. Let’s talk.

There has been a dramatic absence in “calls to action” or “reasons-for-being” in ads over the last 25 years, coincidentally coinciding with a decline of importance of “positioning” in the minds of marketers. Oh sure, Cadillac has a “positioning” — it lives in the luxury high price quadrant versus Chevy’s family/value quadrant at GM. The only problem is that these “positionings” do nothing to drive breakthrough creative or innovative Perceptual Innovations or Perceptual Monopolies that cause consumers to get up and go spend their money with Cadillac versus the likes of a Lexus or Audi that instant. Just putting mid-life good looking models getting out of Cadillacs with tag lines that say, “Life, Liberty and the Pursuit” just don’t cut it motivationally. Please delve into this subject further. You are on the right track.