How we think
& feel about marketing
John Rose's Blog

Consumers are smarter than we think they are

We should never dumb down our marketing or avoid new and fresh thinking because we believe we are smarter than our customers. By and large, if we get it, they’ll get it. And if we know our marketing is trite, so will our customers. Yet so many marketing campaigns are overly simplistic or downright condescending. This often results from our fear to be dramatically different than our competitors and end up presenting the same lame communications. The customer knows their hair is falling out, that their toilet bowls are hard to keep clean and the effects of colds and flu. What kind of marketing would we create if we knew that our customers are actually smarter than we are?

Find our keywords

Businesses often struggle to find something different to say about their products. We all too often talk about what we do or what we make. Instead we should focus on what we offer, how we offer it, and how this benefits our customers. In our increasingly search-driven society we need to find our key words. Our memories are now becoming reduced to hyperlinks to keywords and phrases used to search the Internet. It's a new kind of shorthand that consumers will use to seek out our brands. And it's a new way for us to drill down to those core elements that distinguish our brands from the competition.