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Posts Tagged ‘rant’

Just Because You Can, Doesn’t Mean You Should

Tags: "Love Scott & Associates", Bill Love, branding, Christmas, Christmas Music, expectations, funny, Music, rant
Posted in Uncategorized | 1 Comment 12/10/2010

Let me get the disclaimers out of the way upfront.Crying child

(1) I am an unapologetic traditionalist when it comes to Christmas. Don’t move my Christmas cheese.

(2) The opinions about to be expressed are mine and even though they are rich in undeniable truth, I fully recognize that no matter how wrong you may be, you may not agree with them. Please try to get over it.

(3) If I come off as old and grouchy, it’s because I’m old and grouchy.

Every year at this time, when Christmas music begins filling the airwaves, I begin compiling in my mind a list of Christmas albums that should never have been made. There certainly is no shortage of Christmas music out there and if you listen to enough of it, you will eventually hear songs that you will consider a waste of time and resources. The body of Christmas music was probably fully realized years ago and anything recorded after that is simply redundant and adds no value to the body of work. And unless the music brings something totally new to the arena, I have to wonder why, other than a holiday money-grab, these recordings were ever made in the first place.

Just because you have access to a recording studio and you think you could sell a few Christmas albums to a tiny group of diehard fans, doesn’t mean you should try to find 10 or 12 holiday songs to fill a CD and promote it as if it were something new. It will more than likely end up on someone’s list of Christmas music that never should have been made.

For instance, anything recorded for Christmas by the Ronettes or any other studio girl-band from the 50’s and 60’s. Or anything “holidays” by James Brown. Or Bruce Springsteen, for that matter. He sounds disturbingly upset at the prospect of “Santa Claus Coming To Town!” My teeth itch anytime I hear Eartha Kitt purring, “Santa Baby” and Madonna’s more recent re-recording of that effort just proves my point that it’s possible to waste electricity and vinyl on such ridiculous songs. (Personally, I prefer Miss Piggy’s version to either one of the aforementioned.)

Chuck Berry singing, “run, run Rudolph”?… really?

If I hear Brenda Lee’s “Rockin’ Around the Christmas Tree” many more times, I may swear off of rock AND Christmas trees. I swore off of Brenda Lee years ago. I’m a huge Beach Boys fans, but… a Christmas collection? Painful! Even the sainted Paul McCartney has done some really bad Christmas songs and he’s man enough to admit it.

“Grandma Got Run Over By A Reindeer”, in my opinion, didn’t happen soon enough or permanently enough. And how about those incredibly talented dog impersonators barking out, “Jingle Bells”? If that ain’t a crowd pleaser! And Jose Feliciano’s “Feliz Navidad” doesn’t even make a good musical background for a taco commercial, let alone adding something meaningful to the body of Christmas music.

But nothing even comes close to last year’s release of the barely anticipated Bob Dylan Christmas album. I’m a huge Bob Dylan fan, but… this one leaves me practically speechless. I’m not exaggerating when I confess that blood was spurting from my ears the entire time I listened to this collection. It was a cross between hilarious and homicidal, neither of which, I’m sure, was the intention. Listen to it at your own risk!

After listening to me rant on this subject earlier this month, my wife put the whole thing in perspective for me. She pointed out that if I had 30 days of air time that I had to fill with Christmas music for 24 hours a day, I’d end up scraping the bottom of the barrel, too. Probably so.

But let me conclude by saying to recording artists and music executives everywhere that before being tempted to add to the growing list of worthless, awful, wasteful, tasteless, irritating, redundant, ear ache-inducing Christmas music, consider this:

Just because you can doesn’t mean you should.

What Christmas music do you consider a waste of time, talent and natural resources?

- Bill Love

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We Need More Geniuses

Tags: Advertising, Bill Love, Leo Burnett, marketing, rant
Posted in Advertising | No Comments 3/05/2010

When did marketing become such a casual occupation? And why did I waste four years of my life studying it in college?

I had a client call me once to tell me he was considering hiring a marketing manager for his company (this was back when most advertising agencies worked day-to-day directly with C-level management, something that’s not so much the case today. But that’s a whole different post!). He asked me what he should look for in a marketing manager. I answered that he should find someone who knows something about marketing. He laughed. I was serious.

Leo BurnettThe temptation for a company selling golf ball dimples and looking for someone to head up their marketing is to find someone with tons of golf ball dimple experience. Apparently, the theory is that industry experience trumps discipline-specific knowledge every time. I suggest a better plan for this company would be to find someone with tons of experience in marketing and teach them about golf ball dimples. Then leave them alone and let them create effective, cost-efficient, high-return marketing programs that will move golf ball dimples by the trainload. And please don’t insult their expertise by subjecting their every idea to a “hall survey” where virtually anyone with an opinion is invited to weigh in and is taken seriously.

Marketing is too important to a company to leave its planning and execution to those ill-qualified to be making marketing decisions, especially if it’s an area where they have no expertise. And that includes upper management. Just because they have the power doesn’t always mean they should exercise it. These same people wouldn’t dream of interfering with the work of their legal team, but feel imminently qualified to pass judgment and second-guess every detail of a marketing plan.

Leo Burnett, one of the all time advertising greats, once said, “I have learned that any fool can write a bad ad, but that it takes a real genius to keep his hands off a good one.”

Marketing is not a casual occupation. My years studying it in college and my 40 years working in marketing haven’t been wasted. I’ve learned how to do marketing right. So have hundreds of thousands of other marketing professionals. Marketing is best left to people who know what they’re doing. My advice to companies wanting to energize their sale curve is to find one of these marketing professionals, teach them your industry, then get out of the way and let them teach you a thing or two about marketing.

And they’ll make you a pile of money in the process.

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What I Signed On For

Tags: Advertising, creative, expectations, marketing, rant
Posted in Advertising | No Comments 3/04/2010

I’ve spent my 40 years in the advertising agency business on the creative side. Creativity was the reason I went into business in the first place. In the middle of graduate school, I looked around me and saw all kinds of advertising and noted that most of it sucked (especially the local stuff). “I can do better than this,” I remember thinking, if not saying out loud. And the next thing you know I’m in the advertising business trying to put my creativity where my mouth was.

I’ve failed more than I’ve succeeded in my 40 years. But I’ve never lost my love for good creativity. A well crafted headline in a print ad. A captivating image whether in print or on film. An extraordinarily engaging idea brilliantly presented. A message in any medium that moves the audience to get emotionally involved.

CreativeI admire a relevant story compellingly and creatively told. Period. That’s what I signed up for.

There are those (none of whom came up through the creative side of this business, however) who maintain that our business is no longer creativity-driven. Rather, they say, the advertising agency of tomorrow will shuffle the creatives out the door and replace them with business school grads who can solve a client’s business problems rather than wasting time on their marketing problems.

Perhaps. But I hope not.

To me, solving marketing problems is good business. And solving them by employing great creativity is also fun. Business is not fun. It’s work. And as a small business owner, I know. I’ve said many times in my career, as I looked over my most recent accounts payable report, “This is not why I signed on.”

I sincerely hope those who downplay the importance of creativity in our business are made to watch hour after hour of Community Choice Credit Union television spots; or are forced to read page after page of Presidents Day Sale newspaper ads where nobody seems to be able to find the proper place for the apostrophe; or are sentenced to listen to an endless stream of really bad jingles with lyrics so forced they make ears bleed; or are obliged to open envelope after envelope of direct mail letters with news of an upcoming sale so amazing that the sender begs people not to camp out overnight in anticipation of the start of the sale.

Please.

I still believe creativity is what drives advertising. Hire your business school grads if you must, but keep them away from the creatives. The two are from separate planets.

As for me, I’m going to continue betting on companies that pay creatives to craft headlines such as “The first year he owned a pro football team, Lamar Hunt lost a million dollars on it. According to lore, Lamar’s father said, ‘At the rate he’s going, the boy can’t last over 200 years.’”

Or for Crain’s New York Business magazine, “Studies show that when office elevator brakes fail, Crain’s readers fall 42.3 floors farther than other readers.”

And my all time favorite from Metropolitan Life, “A child is someone who passes through your life, and then disappears into an adult.”

That’s what I signed on for!

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