Looking Ahead.

Rick Stanton, Creative Director / Managing Partner, Stanton & Everybody Advertising + Design

As doom and gloom is replaced by cautious optimism, just exactly what is left going forward and how will that affect brand marketing and advertising?
Personally, I actually think it’s going to be good for everyone.
Here’s why.
For the most part, the recession weeded out the companies, including ad agencies that needed weeding out. There were too many businesses operating on the coat tails of an economy built on sand..
Having been through a few of these recession things, I’ve seen the business equivalence of the Darwin theory many times.
The brands and people who are left are resourceful, adaptive and understand what changes need to be made to survive and even thrive.
This includes companies who stayed true to their purpose and didn’t stop asking consumers to choose them while giving them brand-relevant reasons to do so.
Nordstrom watched their inventory better than any other retailer in their category.
They looked for sensitive price points when they bought, but they didn’t become cheaper, instead they became smarter. The really great sales people worked their private lists and relied on that Nordstrom dedication to customer service to keep customers interested.
Were sales still down? Of course, this was the worst economic time in 80 years.
But did they take market share from somewhere else. Of course, they’re Nordstrom.
Out of touch and out positioned Nieman Marcus simply marked their $4,500 men’s cashmere sport coats down to $3,000 and wondered where all their customers were.
Psssst, they’re at the Nordstrom Anniversary Sale stupid.
In our case, we made hard decisions earlier than later. We went beyond advertising and provided insights and thinking that provided our clients with those brand-relevant shifts that kept customers coming. And because we are smaller, we embraced the importance of projects. But we didn’t walk away from our purpose of good, solid work for people who deserve it.
For the foreseeable future, brands with a purpose, that go beyond selling stuff will win the emotional battle for the bridge to the consumer’s heart.
One of my professional idols is TBWA’s global media-arts director Lee Clow,
He got the people at Pedigree to understand they don’t just make and sell dog food. At the heart of their business was a real love of dogs. And their purpose was to insure that dogs were well-fed and have a good home.
If you feel like you have popped out the other side of this a kinder, more responsible business and understand the importance of your brand’s purpose, I predict a better day is around the corner. I think success will be driven less by commercialism and more by values. Pricing, selection and a certain level of convenience are the cost of entry and not points of differentiation. Be on an edge. Stand for more. Because as my other idol Bill Bernbach said, “The real risk is standing for nothing.”

Check this out. Have a Kleenex close by.