Don't Say, "I have a Mission Statement", instead "I HAVE A DREAM"

“Martin Luther king didn't say ‘I have a vision statement',” ... as the world knows, he said, “I have a dream.” 

There is a  need to inspire consumers with purpose....marketers need to be “creative leaders.” 

Creative leaders reframe the situation constantly. Steve Jobs, who reframed “presence” into ‘absence' with minimalism in Apple products.

...citing about, the 2010 Cannes Grand Prix-winning Andes Teletransporter creative for Andes beer. Boys love beer, and their girlfriends didn't like them guzzling beer with friends in pubs. So, sound-proof booths were installed in pubs in Argentina, where beer guzzlers could choose programmed ambience sounds while speaking on the phone with their girlfriends.

‘It's no longer about one single big idea; creative leaders have to have a lot of creative ideas. And creative leaders must be able to surprise you with the obvious”.

In an age where everything is replicable, there is a need for marketers to create emotional connects.

An NGO working against child abuse in the UK discovered something troubling. In 40 per cent of the households where child abuse happened, there was one adult who was aware of it but hesitant to speak out. They also started recognising stereotypical advertising against child abuse and started avoiding it...

The ad agency came up with a campaign showing an animated kid being physically attacked, violently, by an adult – almost like in a video game. Unlike in animated films, “Real kids can't bounce back” was the message. The number of calls on child abuse doubled in the next 90 days.

“Almost nothing is irreplaceable today. While every aspect of the product is important, it is necessary to make it irresistible. 

You can make anything irresistible if you care enough" 

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Excerpts from the Interview of Mr. Kevin Roberts, Global CEO of Saatchi & Saatchi, as appeared in The Hindu Business Line

Cheers,

Shashikant Pushpakar - Working on Dreams