Comments on: Is “marketing innovation” the new “logo swoosh”? http://marketinghitch.com/is-%e2%80%9cmarketing-innovation%e2%80%9d-the-new-%e2%80%9clogo-swoosh%e2%80%9d Ad Agency Search Fri, 18 Jun 2010 20:49:54 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Alan Schutte http://marketinghitch.com/is-%e2%80%9cmarketing-innovation%e2%80%9d-the-new-%e2%80%9clogo-swoosh%e2%80%9d/comment-page-1#comment-625 Alan Schutte Mon, 20 Apr 2009 21:53:31 +0000 http://marketinghitch.com/?p=622#comment-625 Nice article David. To me, 'Innovation' is an interesting word in this context. Part of me thinks that to utilize new technologies for marketing is simply being creative and no different than the way traditional print advertising of the 20's was followed with television advertising of the 50's. Was television advertising innovative in the 50's or simply marketers utilizing the mediums at hand? When Burger King redesigned their french fry packets to fit into car cup holders a few years back-was that innovative-or just creatively addressing a problem with good design? People have been developing close bonds through a myriad of ways for thousands of years-utilizing new technologies to convey the same feeling a firm handshake and good straight look into the eye pulls off isn't so much innovative as simply being observant, at least in my book- and creative enough to see how they can apply to the task at hand. Nice article David. To me, ‘Innovation’ is an interesting word in this context. Part of me thinks that to utilize new technologies for marketing is simply being creative and no different than the way traditional print advertising of the 20′s was followed with television advertising of the 50′s. Was television advertising innovative in the 50′s or simply marketers utilizing the mediums at hand? When Burger King redesigned their french fry packets to fit into car cup holders a few years back-was that innovative-or just creatively addressing a problem with good design?

People have been developing close bonds through a myriad of ways for thousands of years-utilizing new technologies to convey the same feeling a firm handshake and good straight look into the eye pulls off isn’t so much innovative as simply being observant, at least in my book- and creative enough to see how they can apply to the task at hand.

]]> By: Alan Schutte http://marketinghitch.com/is-%e2%80%9cmarketing-innovation%e2%80%9d-the-new-%e2%80%9clogo-swoosh%e2%80%9d/comment-page-1#comment-16361 Alan Schutte Mon, 20 Apr 2009 21:53:00 +0000 http://marketinghitch.com/?p=622#comment-16361 Nice article David. To me, 'Innovation' is an interesting word in this context. Part of me thinks that to utilize new technologies for marketing is simply being creative and no different than the way traditional print advertising of the 20's was followed with television advertising of the 50's. Was television advertising innovative in the 50's or simply marketers utilizing the mediums at hand? When Burger King redesigned their french fry packets to fit into car cup holders a few years back-was that innovative-or just creatively addressing a problem with good design? People have been developing close bonds through a myriad of ways for thousands of years-utilizing new technologies to convey the same feeling a firm handshake and good straight look into the eye pulls off isn't so much innovative as simply being observant, at least in my book- and creative enough to see how they can apply to the task at hand. Nice article David. To me, ‘Innovation’ is an interesting word in this context. Part of me thinks that to utilize new technologies for marketing is simply being creative and no different than the way traditional print advertising of the 20′s was followed with television advertising of the 50′s. Was television advertising innovative in the 50′s or simply marketers utilizing the mediums at hand? When Burger King redesigned their french fry packets to fit into car cup holders a few years back-was that innovative-or just creatively addressing a problem with good design?

People have been developing close bonds through a myriad of ways for thousands of years-utilizing new technologies to convey the same feeling a firm handshake and good straight look into the eye pulls off isn’t so much innovative as simply being observant, at least in my book- and creative enough to see how they can apply to the task at hand.

]]> By: Adam Kleinberg http://marketinghitch.com/is-%e2%80%9cmarketing-innovation%e2%80%9d-the-new-%e2%80%9clogo-swoosh%e2%80%9d/comment-page-1#comment-612 Adam Kleinberg Wed, 15 Apr 2009 05:22:23 +0000 http://marketinghitch.com/?p=622#comment-612 The proliferation of new marketing channels—social media, widgets, mobile—offer new opportunities for brands to form deeper bonds with their customers. They also pose challenges. Brands have to earn these deeper bonds and to do so, they must provide value. And to create value, they must innovate. Agencies should be very good at helping their clients achieve this. The reason many aren't, is that they become very good at one approach, optimize the hell out of it, and invest a good deal in developing that expertise. But then they become one trick ponies. There are solutions to this conundrum. Agency leadership that rewards new thinking. Cross-functional teams. Process evolution and adaptation. Non-tactical campaign briefs. All of these are steps agencies can take. The proliferation of new marketing channels—social media, widgets, mobile—offer new opportunities for brands to form deeper bonds with their customers. They also pose challenges. Brands have to earn these deeper bonds and to do so, they must provide value. And to create value, they must innovate.

Agencies should be very good at helping their clients achieve this. The reason many aren’t, is that they become very good at one approach, optimize the hell out of it, and invest a good deal in developing that expertise. But then they become one trick ponies.

There are solutions to this conundrum. Agency leadership that rewards new thinking. Cross-functional teams. Process evolution and adaptation. Non-tactical campaign briefs. All of these are steps agencies can take.

]]> By: Adam Kleinberg http://marketinghitch.com/is-%e2%80%9cmarketing-innovation%e2%80%9d-the-new-%e2%80%9clogo-swoosh%e2%80%9d/comment-page-1#comment-16360 Adam Kleinberg Wed, 15 Apr 2009 05:22:00 +0000 http://marketinghitch.com/?p=622#comment-16360 The proliferation of new marketing channels—social media, widgets, mobile—offer new opportunities for brands to form deeper bonds with their customers. They also pose challenges. Brands have to earn these deeper bonds and to do so, they must provide value. And to create value, they must innovate. Agencies should be very good at helping their clients achieve this. The reason many aren't, is that they become very good at one approach, optimize the hell out of it, and invest a good deal in developing that expertise. But then they become one trick ponies. There are solutions to this conundrum. Agency leadership that rewards new thinking. Cross-functional teams. Process evolution and adaptation. Non-tactical campaign briefs. All of these are steps agencies can take. The proliferation of new marketing channels—social media, widgets, mobile—offer new opportunities for brands to form deeper bonds with their customers. They also pose challenges. Brands have to earn these deeper bonds and to do so, they must provide value. And to create value, they must innovate.

Agencies should be very good at helping their clients achieve this. The reason many aren’t, is that they become very good at one approach, optimize the hell out of it, and invest a good deal in developing that expertise. But then they become one trick ponies.

There are solutions to this conundrum. Agency leadership that rewards new thinking. Cross-functional teams. Process evolution and adaptation. Non-tactical campaign briefs. All of these are steps agencies can take.

]]> By: Ian Sanders http://marketinghitch.com/is-%e2%80%9cmarketing-innovation%e2%80%9d-the-new-%e2%80%9clogo-swoosh%e2%80%9d/comment-page-1#comment-610 Ian Sanders Tue, 14 Apr 2009 09:57:20 +0000 http://marketinghitch.com/?p=622#comment-610 I agree that ‘innovation’ is what we need to provide as agencies and it’s what clients are looking for, but yes ‘innovation’ itself as terminology is tired and at worse meaningless as everyone jumps on the ‘i’ word bandwagon, without actually innovating. I have felt for a while that marketers must stand back from traditional ways of looking at brand challenges and actually address the business proposition itself. That brings better marketing solutions AND has huge benefits for the business at large: it has the power to be truly innovative. That’s what I focus on and one reason I have attempted to redefine my own offering as a ‘business consultant’ not just a marketing one: the benefits of my services and insight are not just ghettoised in marketing. As for the trend to rethink agency/client relationship and use your instinct – with you 100%!! I agree that ‘innovation’ is what we need to provide as agencies and it’s what clients are looking for, but yes ‘innovation’ itself as terminology is tired and at worse meaningless as everyone jumps on the ‘i’ word bandwagon, without actually innovating.

I have felt for a while that marketers must stand back from traditional ways of looking at brand challenges and actually address the business proposition itself. That brings better marketing solutions AND has huge benefits for the business at large: it has the power to be truly innovative. That’s what I focus on and one reason I have attempted to redefine my own offering as a ‘business consultant’ not just a marketing one: the benefits of my services and insight are not just ghettoised in marketing.

As for the trend to rethink agency/client relationship and use your instinct – with you 100%!!

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