Don’t be cute. Tell it like it is. What’s most painful is to see a company go through a strategic process and come up with a simple positioning statement, then turn it over to the creative folks and watch them get cute with it.

Powerful ideas tend to tell it like it is. They’re straight, not cute. Once, while working with a bank on their strategy, Bubuwit discovered that they were the leader in small business administration loans in their trading area. Most of those loans, it turned out, were going to recent immigrants starting businesses in the US—people pursuing the American dream of success.

The recommended positioning strategy was simple and direct. The bank was “the home of the American dream.”

Everyone liked the idea, and it was handed over to an agency for implementation. When Bubuwit saw it again it had become: “We bank on your dreams.”

Cute…but not exactly, Bubuwit squeaks.

TIDBITS

§          Recent Agency of the Year finalists BBDO, DDB, JimBasic, Lowe and TBWA are pitching for the AdCon campaign on August 1. McCann declined Pana’s invitation to join.

§          GiantSponge Digital opens its 6/F office with three brand-new editing suites. Visit them at Emmanuel House, Aguirre Street in Makati City.

AdMix: The tire that became a way of life

The meteoric rise of Goodyear Philippines Inc. cannot just be explained in terms of manufacturing excellence or sociological trends alone. One must also look to a demonstration of what it means to go beyond the usual marketing process and create the kind of customer bond few companies have ever achieved. 

Bubuwit Squeaks: THE CUTESY FACTOR

Don’t be cute. Tell it like it is. What’s most painful is to see a company go through a strategic process and come up with a simple positioning statement, then turn it over to the creative folks and watch them get cute with it.

»BM IN THE NEWS: CLICKING WITH NIKON

 The BUSINESSMIRROR got an invitation to speak about the company’s Cameraderie Digital Photo Contest 2008