Go Looking for Trouble


The one thing we absolutely know for sure is that things are going to change – customers, competition, the competitive environment, the economy, the world, and technology. If you’re an advertising agency working with a client, or if you are a client professional responsible for marketing your company’s product or service, you have to be ready to change in an instant to respond to any of these competitive challenges. If you want to be the best kind of leader, you also have to be prepared to seek out the things you need to change – you have to go looking for bad news. The client companies that are better, stronger, and more vibrant invariably have CEOs willing to go out and look for bad news and for things that need changing about their brand or company. They are willing to address customer needs, trends, and new directions, and they are not afraid to make a decision to do so.

If you just simply try to change your position to fit your customer base of the moment or try to change as your customers grow and evolve and die, your brand is going to grow and die with your customer base. In addition to nurturing and maintaining the established customer base, you must grow and attract new customers. It is all about evolving, changing and being willing to change with the world. I think this has become harder in recent times. Things are much more complex now than they were just a few years ago. And of course, a few years ago, we were saying that they were much more complex than they were a few years before that. Clients have changed. Client companies have changed. The entire operating environment of the agency world has changed. The world has also changed economically and politically. Everything is different.




The Art of Advertising. CEOs from BBDO, Mullin Advertising & More on Generating Creative Campaigns & Building Successful Brands
The Art of Advertising: CEOs from Mullen Advertising, Marc USA, Euro RSCG & More on Generating Creative Campaigns & Building Successful Brands (Inside the Minds Series)
ISBN: 1587622319
EAN: 2147483647
Year: 2002
Pages: 68

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