Manufacturers are becoming increasingly lazy and over reliant on storytelling in their advertising. Please stop, and start selling stuff properly again.
For the past few years storytelling has been popularised by creative agencies promising a really (!) differentiated branded offer. Yet in all probability it is more responsible for brands becoming more undifferentiated than ever before.
Complicity lies squarely at the door of agencies and their clients who are guilty of ignoring marketing science. They are merely producing and communicating stuff because they can and they have a cheque book.
Almost an eternity ago, Kotler popularised the marketing mix. The 4Ps (recall from Read full story ›
Source: The Drum
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