- “The more things change, the more they stay the same.” French Proverb
- “The fundamental things apply, as time goes by.” Composer Herman Hupfeld
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Students in my advertising classes are certain that my generation (Mad Men) is obsolete.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.
In marketing we should 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 I should believe it.”
By George Lemmond
