Alex Chesbro's Blog

Why are people stupid these days? | April 14, 2009

Just a quick note.  Over at AdAge is a story on the UniLever CMO, Simon Clift, “throwing down the social-media gauntlet.”

At the bottom, there are 5 new rules for marketing. The 1st one sticks out to me the most: 

“Listening to consumers is more important than talking at them. As Mr. Clift said, “We may be ahead of our competitors, but we’re most definitely behind consumers.” The consumer is not a moron, she’s the person defining your brand.”

Wait a second.  I’ve heard this before. Ohhhhyes, it’s from “Ogilvy on Advertising,” published in (my copy) 1985.  Now, don’t get me wrong, but this isn’t a “New Rule.”  In fact, it’s older than Ogilvy’s words.  So, if this is a new rule that we should all follow…WHAT THE HELL HAVE YOU ALL BEEN DOING?

Sorry, I’m just…*speechless*



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