1) Focus. With every new toy that enters into the marketing sandbox these days, it’s more important than ever to stay focused. I’ve witnessed far too many clients chase the new toy with little regard for how it fits into their communications plan, their budget, or even their narrative. The result is a splintering effect that deteriorates the quality of the work. Somehow, the educational purposes of events like F8, the Facebook Developer Conference, are turning into a shiny buffet of bells and whistles for sale. While I applaud all of our desires to innovate and move at the speed at which the Facebooks of the world do – the simple truth is most brands can’t. They can’t chase every tail that wags. They need to, now more than ever, focus. I’d argue that discipline will be the greatest challenge for marketers in the next year or so. They will get far more credit for doing one thing really well than if they do a bazillion things haphazardly.
3) I personally think the new Adidas strategy is genius. It boldly recognizes the powerful role sport has in defining culture, and celebrates individuality in an industry that typically doesn’t. What’s more, it doesn’t feel like an advertising platform. It feels authentic to who they are. Think about it. Run-D.M.C. talked about their Adidas. Not Nikes. Adidas is and always has been a part of the creative culture. Now, they come out and say it ain’t all about sport – the team, the hard work, or the sweat. All of that is fine if you want to win a game. But, if you want to win bigger than that… if you want to become an icon and stand out… then be a freak. Be a character. Be polarizing. Be a creator.
This arguably is an anti-sport strategy. It’s an anti-performance strategy. It’s a strategy that honestly acknowledges the role sport has in the greater landscape that reaches far outside the confines of a basketball court. It took guts to admit that, and then even more to salute those athletes who are the true curators of culture.
