If you've spent any time working on a company's strategy, you eventually get around to talks about "Branding", "Positioning" and the like. A debate always follows over various executions of these elements. The ad agencies typically argue for clever and memorable. Someone, somewhere will bring out the "this-is-off-brand-strategy-sword" and start hacking at creative work that they don't like.
It will do you well in the midst of this strategy and marketing mayhem to remember the following quote from advertising great, Rosser Reeves.
"Let's say you are a manufacturer. Your advertising isn't working and sales are going down. and everything depends on it. Your future depends on it, your family's future depends on it, other people's families depend on it. Now what do you want out of me? Fine writing? Do you want masterpieces? Or do you want to see the damn sales curve to stop moving down and start moving up?"
Rosser Reeves
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