The marketeer's pursuit, in a simple sentence

"To achieve that right balance between short term revenue and long term brand building."

Never forget it!

Instagram

I am not sure if I told you this already, but I love Instagram and the way it harnesses the power of images to convey emotions in people. It is really allows brands to be aspirational, and that is a big secret on the way you inspire your consumers.

From me, it also has another angle. It forces me to keep my marketeer's photographic eye open, capturing the beauty, the feelings, the moments around me. I love it.

10 emotional motivators you should be looking out for

Marketing is a lot about harnessing the power of emotions towards your brands. In November's Harvard Business Review, these were the 10 emotional motivators that were highlighted:

- Stand out from the crowd

- Have confidence in the future

- Enjoy a sense of well-being

- Feel a sense of freedom

- Feel a sense of thrill

- Feel a sense of belonging

- Protect the environment

- Be the person I want to be

- Feel secure

- Succeed in life

Always think on how to position your brand on these motivators (which ones are relevant for your brand, market and product) and track its effect on sales (not easy) and how you stand. Only do it if you want your brand to be successful.

How the Mad Men lost the plot - my key thought on Ian Leslie's article

I am sure you have read Ian Leslie's "How the Mad Men lost the plot" - and if you didn't, you should. It is a magnificent reflection on the years of the advertising industry, showcasing the move to digital advertising and the effects that is having in the commercial's world.

But when I read it, and though I agreed with most of it, I could not helping thinking I have a fundamental difference versus the text - and maybe versus the way advertising is thought as a business nowadays. The truth is, for me, digital (being it social media, brand websites, digital pages with its ads,...) is just the media - there is a deep, fundamental work on advertising that is about the creative idea and its campaign. And when we put it in alignment with the consumers we want to impact, that is the heart of impact and advertising. Media is an important part of the balance, but brand and creative idea need to encompass consumer and product if an advertising campaign wants to be successful. Media is the means to reach the consumer physically, but the creative idea is the way we reach it emotionally.