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July 17, 2008
Brutal Honesty and a Glimpse into the Future of Marketing
This video might be a bit rambling, so we'll call your attention to the Vans VP of Marketing.
Two points to zero in on:
1) This guy unabashedly admits to being impressed by competitors marketing. That takes balls, but we'll bet it pays off for him. Why? Because it's fearless, and that's inspiring. If you work with him you'll know this guy is dealing with reality, not puffed-up self-talk defending the status quo or the accomplishments of the past. He's going to get it done without worrying about what people think. You won't catch him saying what people want to hear.
2) Check out what he says about the marketing intelligence gained through customization. It "allows you to understand consumer preference in a new way" because it allows you to test new product offerings real-time and see what patterns people dig. Now that is a win-win. We didn't even know you could customize shoes, but damn what a cool gig that is.
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Words That Work, Frank Lutz
My Life in Advertising and Scientific Advertising, Claude C. Hopkins
Or Your Money Back, Alvin Eicoff
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