Magazine article Marketing

We Are in Danger of Being Struck by a Tide of Baloney

Magazine article Marketing

We Are in Danger of Being Struck by a Tide of Baloney

Article excerpt

I suffer from a rare and punishing form of repetitive strain injury, which I gather many of you share, caused by being subjected to an incessant flood of baloney about marketing and marketing people. Typical were recent pieces about two of our number, to whom were attributed quite remarkable - even incredible - achievements.

One piece talked about the man who was replacing Guinness's 'high-profile' marketing director. It seems he had 'turned round milk's image in the 80s'. He was 'behind the famous Accrington Stanley campaign' about which, sadly, this writer's memory fails him. Another spoke of the marketing 'heavyweight', now doubtless attending a slimming clinic, who is credited with the successful launch of the Land Rover Discovery, as well as 'a number of advertising and direct-marketing awards'.

How good it would feel in one's declining years to be able to sit by the fireside and, when asked by the grandchildren about one's exploits in the Great Marketing Wars, report with modest pride that one had turned round milk's image, or been behind that famous ad campaign. Or even better, lay claim to all those awards. But let us deconstruct these statements.

What has happened to milk's image? How has it been transformed? Is it now known as unhealthy? Not very good for bones and teeth? Slimming? More to the point, have the sales gone up as a result? For that matter, whatever happened to Accrington Stanley? And what does it mean, to be 'behind' a campaign, or to be credited with these awards? Where were they when the paper was blank? …

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