A wondrous time of year
It’s time for our 13th annual pro bono all-nighter for nonprofits, CreateAthon. I love it because we’re exposed to all manner of new and sometimes atypical problems that marketing can help solve. This week, we’re busy finalizing strategy for this year’s nine new 24-hour clients.
The volume and concentration of these worthwhile organizations clearly illuminates one thing. Messaging is fragmented. Message fragmentation is pervasive among those seeking our counsel, paid and pro bono alike.
The current business climate demands, and richly rewards, focus. This is not a new phenomenon. Al Reis penned his book Focus: the future of your company depends on it more than 10 years ago. Yet due to the current economic atmosphere, companies seem more determined than ever to be all things to all people.
Back in June, I wrote about GM’s newfound sense of focus and its resulting return to profitability. Some months later, I continue to follow GM CMO Joel Ewanick’s combination of unrelenting focus and highly distilled common sense.
Joel recently sat down with Advertising Age for an interview. That Chevrolet needs to do some storytelling about the legendary designs influencing new models is a breath of fresh air. In addition to this focus, Ewanick has the common sense to understand the wrong turns Chevy took. On Americana, for example: “The nice thing about Chevrolet is that people know it’s an American brand. We don’t need to remind them of the obvious.”
Economic free fall is behind us at last. We’re going to be in a sideways economy for a long time. Let’s embrace this new reality with the conviction to stand for something rather than for everything. I know it’s hard, and it seems risky. Then again, if GM is more agile than your hospital, bank, or restaurant — it’s time for a leap of faith.
