If you want to do great work in Marketing, go work on a boring product

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I started my career in kids cereals and every time I tried to do something interesting, I was told “No, we can’t do that” or my VP looked at me sideways like I was crazy.

I kept thinking, my god, “This category is supposed to be the most fun category to work in”. 

So, why can’t we have fun?

The odd answer:  We are already fun.

So then I went to work in healthcare marketing, on Benadryl, Listerine, Reactine, Nicoderm and Band Aid. 

I spent a decade thriving in creativity.

I had fun. Lots and lots of fun. And we made great work.

We needed to be interesting just to stand out. Management welcomed creativity, almost with a relief.  

One of my colleagues summed up what we do: “We make a mountain out of a mole hill”.

Boring products are where you can have the most fun.

This is where the best Marketers thrive. Making boring products interesting.

2017 has been a boring year for Marketing. Lots of little gadgets, but man, I’ve been craving big creative ideas all year. And, I’ve been constantly disappointed. 

Today, I want to celebrate Windex, a severely boring product, that created a 2 and 1/2 minute video that will certainly make you cry. 

I love it. 

Well done Windex team.

You have taken a boring-ass product and made it really interesting. 

 

 

My own story on Nicoderm

When I worked on Nicoderm, someone on my brand team told me “Quitting smoking is very serious, so we should have a serious ad”.

I wasn’t buying it.

My agency really struggled. Two months went by. 

They presented me some of the work, and I thought “my god, it’s dull”.

The Agency secretly told me they hated the work and wanted me to take off the handcuffs that the work must be serious. 

They gave me permission to trash it, so that we opened up fun as a possibility. I did.

The next round, we had too many great ideas, and we were in a position where we were able to pick one among them.

This is the ad that won J&J’s global ad of the year in 2007. 

You don’t need to be serious, to communicate something serious.

Marketing should be fun.

If we don’t love the work, how do we expect the consumer to love our brand?

 

If you want to learn how to show up better, we train marketing teams on how to get better Marketing Execution. We go through how to write better briefs, how to make better decisions and how to give inspiring feedback to realize the greatness of your creative people. Here’s what the workshop looks like:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

Graham Robertson Bio Brand Training Coach Consultant

 

 

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

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