Change? From What to What?

“The more things change, the more they stay the same.” French Proverb

but--

“The fundamental things apply, as time goes by.” Composer Herman Hupfeld

Which is true---in marketing and in life?

In every election time, the “out” candidates call for change. Changes in policy and

ethics, but mostly for the people in charge---‘them”replaced by ‘us.’ (And often with

favorable result---good riddance!)

Before we throw the baby out with the bathwater we should consider---

Where exactly are we headed, and as far as we can tell,

What are the unintended consequences?

Students in my advertising classes are certain that my generation (Mad Men) is

obsolete. The internet and the ubiquity of social media wipes out all the old beliefs,

and the old “rules” are silly.

But when the cyber dust settles, what will remain?---

The wreckage of brands with no equity, and

Innumerable files of failed ads with no benefits, no reason–why, no human

contact.

No matter where technology leads us next, the fundamental things of marketing

(and life) will still apply.

The dot-com boom of the ’90s convinced most of us that there is a new ball game in

investing---the substance and longevity of new issues were irrelevant. Yes, it

changed, to our regret. Now we’re back to sanity.And the housing bubble burst.

What goes up----?

In marketing we should usually view change as incremental, not revolutionary. Technology is a tool, not an end. What is the (hidden) worth of a product, and how can technology make it easier to use? Hamlet said it best---

“And makes us rather bear the ills we have.

Than fly to others we know not of.”

Students are masters of dazzling power point presentations. Sometimes, somewhere

in them is a germ of an insight, a telling fact. But most of the dazzle is blowing in the

wind.

I say, beware of change merchants. What are they really selling? If they say, “Hey,

buy this product because it is something different, not like the old stuff.” Shouldn’t

your reaction be, “All well and good. Now show me why it’s good for me and why

should I believe it.”