Wow. Nietzsche in a marketing white paper.
Never Eat Alone Blog has a downloadable PDF of a white paper by Antonio Lucio, SVP of Insights and Innovation at Pespi. It’s good. But almost completely un-readable. Fortunately, his comments in the blog post are a lot more user friendly.
But the white paper is what struck a chord with me. Though probably not the one Mr. Lucio intended.
Now, he is Antonio Lucio, of Pepsi. And I’m just Ernie Mosteller, of Galveston. He, obviously, could crush me like a bug.
But it seems to me, a simple translation is this:
• People like to talk to other people.
• People don’t like to be force fed.
• People are more informed now, so now they’re more selective.
• People still react to brands with emotion.
• They just want to be talked to like people.
• Actually, they don’t really want to be talked to. They’d rather have a conversation.
• People have a myriad of ways to interact with a brand, both positively, and negatively.
• So, it’s important for a brand to tap into people’s emotions a lot of different ways.
• But it's really important to maintain the essence of the brand across all of those ways.
• Agency and client bureaucracy stifle the process.
My big question for all of us: If you can’t say it simply internally, will you ever be able to say it simply – at all?