A recent story in AdAge recounts a campaign failure at Anheuser-Busch and cites the positioning statement created by a management consulting firm. Click the links for I N F I N I T E W I S D O M 'S take on it - excerpts below:
Bud's Big Blunder: Letting Consultants Steer Brand - 'Drinkability' Campaign Flop at Anheuser-Busch Comes as Marketers Expand Influence of Outside Advisers on Ad Work
Consultants "can be outstanding at what they do, which is linear thinking and process," said Peter Krivkovich, CEO of independent Cramer-Krasselt. "It's just important for clients to remember that human behavior is not linear."
ALL THE NEWS THAT NOBODY KNOWS: The Wild Wild East is a memoir of my time marketing in Asia – but that's a little long for here, so check below and see it all in real time. ©2008 David.E.Carlson@gmail.com
Wednesday, March 24, 2010
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Consulting: If you're not part of the solution, there's money to be made in prolonging the problem.
ReplyDeleteYeah, but I create new problems! Isn't there a buck to be made there?
ReplyDeleteYes there is, but you may have to go into politics to make any serious money doing it.
ReplyDeleteHa! Do you think Democrats or Republicans profit more from this strategy?
ReplyDelete