Zen and the Art of Marketing

After reading a very special book, Zen and the Art of Motorcycle Maintenance, something came to mind. In Persig's book he examines what QUALITY is and what it isn't. Where it came from and how to achieve it.

This got me thinking about the countless marketing messages we are exposed to daily and how few of them offer any quality... Print Ads with poor headlines and abstract visuals that do nothing to advance brand value - creative for creativity's sake one might say. Sampling campaigns with under-trained and aloof staff that simply hand things out (and yes, when people are handing out product with no brand message the product essentially becomes a thing). Broadcast ads that feature horrendous acting, unreal situations and a message with zero intrinsic value.

Happily, this got me on track about what quality IS and the messages and initiatives that prove quality is still apparent in marketing.

A couple examples that really did it for me...

Tide's Clean Start program: http://www.youtube.com/watch?v=aIXbBFucH0U
After hurricane Katrina, affected families were able to drop off their laundry to be washed, dried and folded by the Tide CleanStart team, free of charge.

Buckley's Cough Syrup: http://www.youtube.com/watch?v=ONu3K8DEikg&feature=related
It tastes awful and it works! They use humor to get the point across and they do it well. This is a quality campaign that has been in existence for over 20 years!!! Buckley's dedication to staying the course and not changing for the sake of change is a real ode to quality. A radio ad where a guy asks “This stuff worked really well but is it really supposed to taste like the juice at the bottom of a trash bag?” and the announcer replies “Why yes it is”

Two very different products, two very different executions - one driving factor - they are quality marketing messages. They are entertaining, engaging and best of all - experiential. They make us feel! Whether it's a warm heart from hearing a corporation may actually have a conscience or a subtle gag reflex from knowing and remembering the taste - we feel something.

If you have any examples of quality work - whether it be your own or someone else's please post a comment.

Peace