Book Review

For a time I saw, the requirement in developing an advertising today was pretty much about numbers and rationality, at least with which you wont lose your job. Smart insight with distinctive creative is what so-called luxury bonus - its the luck if you got it this time. Hence, i have no idea if the belief on 'creating big magic' was still alive in me or not. Heartfully, it's not inspiring.

However, the book from Jon Steel is a belief saver...it makes me recharged of passion on the first read suprisingly, I suppose..is it 'the belief' was brought back? :))) Yes and no. Actually what was brought by Jon Steel could be a lot more than a belief. Its about the entire picture of how consumers should present the 'essence' in advertising development. It's neither about a linear process nor the methodology itself. It's really the master of mindset to embrace consumers truthfully and honestly. But dont mistake that the book is a pure 'consumer world' portrait which is probably too literal or too emotional...on the contray, all the scenes given were absolutely in business and very result-driven. If 'using mind power' is what you enjoyed in marketing, i believe you will have a lot fun with this book.

During the reading journey, I especially started to enjoy from chapter 3, where it started to discuss a much border sense than 'planning' itself. It gives the visceral examples of abusing marketing researches, the forgotten common sense to interpret consumers beyond hard numbers, the solutions to reveal the depth, the tactics of translating idea into creative languages and the mystery in creative judgement. Besides, it gives a brilliant case that depicts strategic thoughts applied in each stage above – I was fully attached by his witty, talented writing.

Clearly, the genesis of advertising is not followed by any particular steps, it's a combined wisdom and i m taking few author's lines as a summary of that 'genesis' - "the best advertising solutions tend to demonstrate the application of common sense and creativity to research, the combination of rational analysis and lateral interpretation, the ascendancy of subjectivity over objectivity and simplicity over complexity, the positive energy that is created by combining several different perspectives, and the celebration of change, uncertainty, and risk as powerful, constructive forces."

At last, If you shared this hope with Howard Gossage"I like to imagine a better world where there will be less, and more stimulating, advertising. I suppose all of us would like to see this one come to pass" - then we might need to take a review on our work rignt now

A balanced solution or a complete blurb? - '2 in 1' dettol body lotion

The Dettol '2 in 1' Body Lotion TV commercial is everywhere with me these months, whenever there is a favored soap, a Dettol ad will follow later in interval, no exceptions. The ad is talking about Dettol body lotion combines 'moistening and bactericidal' 2 in 1 - no reason to struggle (check the below)

http://www.adtopic.net/Viewad.asp?ID=8110

Well, its good to see Dettol's ambitious product expansion, at least not a bactericidal expert on hand anymore. however, intuition tells me something wrong there - Is the 'perfect 2 in 1' a real balance or a complete blurb?

Good brands never try to be something they are not. For Dettol, a brand that strongly associated with 'bactericidal and strong cleaning effect'. 'Moistening' is something they are not or at least not perceived as by common sense. Its like super tasty chocolate talks about weight control, you believe it? Mabye the brand will argue: 'bactericidal' does not necessarily means 'dry & chemical', yeah, maybe…but who cares? You have to take the perception as a fact unless you can change it. So, is it smarter to change people's mind which has accumulated by years…or just simply adjust your position or avoid talking about it?

Besides, look at the competitive landscape - traditional skincare brands in body lotion mostly compete in skin moistening & creaming, for example Dove, Lux, Olay …while a few others on whitening and even fewer on bactericidal: Safeguard no doubt is the leader. So, opportunity lies in each but not in between. Challenging one single dominator is easier than surviving among a whole set of giants, that's my view. It's better to find differentiation with Safeguard rather than twist yourself in 'skin moistening'. Although Safeguard might get similar product functionality, but its more family, kiddish and product centered on long lasting ANTI-bactericidal protection. Hence a plenty of alternatives left for Dettol: more adults-like, more focus on 'Effectively killing germs' or 'powerful bactericidal in a soft way', which could just suit to its natural botanic variant.

I was once a regular user of Safeguard lotion till college, but now safeguard is too much kiddish that push me switching to Lux Soap Bar - initially just becoz i believed soap bar got stronger cleaning effect than lotion, and Lux the brand i felt attached emotionally. See, substitution in 'bactericidal' products with appealing imagery was hardly found and why not Dettol to be there as a choice?