for gods sake – stop talking at me

SPRUIKING IS NOT COMMUNICATING – AND NEITHER IS ADVERTISING – 3 OBSERVATIONS I recall, as a kid, being told that you have two ears and only one mouth because listening is twice as important as talking. While I question any statement that suggests a level of determinism, or that anything was meant to be one […]

SPRUIKING IS NOT COMMUNICATING – AND NEITHER IS ADVERTISING – 3 OBSERVATIONS I recall, as a kid, being told that you have two ears and only one mouth because listening is twice as important as talking. While I question any statement that suggests a level of determinism, or that anything was meant to be one way or the other – I could not agree more with the intent of this suggestion. Communication does involve spruiking, one way or another, but it also involves listening. Indeed, listening is arguably more important as it enables the spruiking to be tailored and made as relevant as possible. I would argue that this is the most significant benefit of social media.  It involves listening as well as spruiking – while advertising just involves spruiking. There will always be a place for advertising and traditional media. However, increasingly, the trend is towards communication and the…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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