December 20, 2009

A Lemon's Manifesto


As the year draws to a close, I wanted to share some thoughts for a future we can all believe in... The following words are mine, and do not necessarily reflect the beliefs of anyone else - but, my guess is that we're not all that different.

I believe…

I believe we borrow the earth from our children; we do not inherit it from our ancestors. As such, I believe that our role – in our short time here – is to make the world a better place.

I believe in the ripple effect. If we focus positive energy in our own lives, neighbourhoods, social circles, and workplaces, that energy will ripple outwards. I also believe in the butterfly effect – the theory that a single flap of a butterfly’s wings can impact the winds worlds away. Small positive actions every day can create large-scale positive changes in the world – tomorrow, and for years to come.

I believe that everyone is accountable for their actions. There are enough guideposts in this world, whether in public, in one’s mind and heart, or in one’s immediate environment, to separate the good from the bad.

I believe that right and wrong are subjective – that good and bad are not. Good and bad are guided by morals. Being good means not hurting others – physically, emotionally or mentally. And no excuse can be made for not understanding when you are hurt, or when you hurt someone. Right or wrong are directed by societal law, and therefore change based on history, culture, religion or geographic location. This means that, depending on your timestamp in history and your location in the world, right and wrong can change… but, good and bad never will.

I believe that everyone is a role model. I believe that celebrities - musicians, singers, actors, athletes, politicians, and everyone in the public light ARE role models! Children (those we borrow the earth from) are watching, learning, growing and repeating. Role models who choose bad actions, independent of their inner emotions towards those actions (such as guilt) are demonstrating that bad is OK. And, it is not. Children cannot see what you feel, and rarely understand consequence. They are seeing the stardom and fame upon you. Act (don’t react) accordingly.

I believe that those who shape the environment influence perceptions and paradigms. If you are in marketing, in public relations, in communications, in any position where your output is visible – you have a role to play. Every news report, every billboard, every message influences people. Create a better world.

I believe that justice, in terms of protecting the good from the bad, trumps mercy – as hard as that may be. And, I do not claim any ability to make this happen, though I’ve never been in the position to choose.

I believe that all human beings are created equal – with 78 organs, 206 bones, flesh, blood, a heart and a brain. I believe that perceptions are shaped by others, and that it is often within these perceptions that hatred is born. I believe that hatred is the root of bad.

I believe that sometimes, symbols are created to cover up “bad”, but that the symbols unto themselves are “good”. And, I believe that sometimes, humanity needs these symbols. I believe that if humanity – unanimously – finds strength in these symbols, and what they stand for, the world can be a better place, and the “bad” will be removed.

Finally, I believe that we are each, individually responsible for a better planet, a better world and a better future for our children.

What do you believe?

When life gives you lemons, make lemonade...

December 7, 2009

Bash Marketing: The art of undressing your competitor in the hopes of converting potential consumers



OK folks, I just can’t hold back...

This past weekend was a weekend meant to catch up on home errands. I do love to do that. It makes the following week so peaceful and productive on all fronts. So, while I’m cleaning around the house and setting things up (as we moved just recently), of course, the tube is on. (Little confession: I can get easily distracted with the TV on!)

All I can say is “OMG!” I canNOT believe the number of products – big brands – that are out there indulging in (what I’ve not-so-affectionately dubbed) bash marketing. I’ve
Googled the term and it certainly doesn’t exist – at least, not the way it’s defined in my mind. Ooooh, you’d like to see that definition... Alrighty then, here it is:

Bash marketing –


Marketing strategies, concepts and executions based on the notion that undressing (putting down) the competitor(s) will achieve purchase consideration, intent and decision for the brand.

Usually executed by explicitly naming one or more competitor(s) in the execution, by demonstrating the competitor(s) weakness(es) sometimes in comparison to the brand’s benefits (but usually not), and by trying to make fun of the competitor(s) in question.


Now, maybe this is very juvenile to think, but didn’t your mama ever tell you not to make fun of others, even if you didn’t like them? And, didn’t you learn that sometimes, you should just worry about what you’re doing and how you’re coming across instead of worrying about other?

My personal favourite is the Bui
ck Lacrosse vs. Lexus ES350. Did you notice the tagline rip-off? (Lexus’s tagline is “The pursuit of perfection”; and in this commercial, the Lacrosse supporters ask: “If perfection is what you pursue...”)Two questions come to mind – even if you aren’t in the market for a new “luxury” car:
  • Did this commercial make you want to buy a Buick?
  • Did this commercial make you think that Buick is better than Lexus?
When people buy luxury cars, they are expecting a few things: a well-known brand, unique features (i.e. leather seats, panelling, chrome), and a car that works. In the case of this commercial – you’ve shown me 2 well-known brands, 2 cars – each with oddly similar features – and, 2 cars which I have no doubt, “work just fine”. So, I’m really unclear as to how this commercial did anything to convert me from being a Lexus purchaser to a Buick purchaser.


Here’s the thing, and I’m speaking based on informal conversations with others who have recently purchased luxury cars (since my Hyundai Elantra 2005 does not qualify). When people buy these types of cars, they are not just buying a car – they are buying a statement. They want to belong to something, they want to own a piece of exclusivity, they want an accessory to their outfits. They also want service, they want treatment, they want to feel important. Did this commercial provide assurance for any of that?


Sadly, bash marketing is not only used here. No doubt, it goes back a long way, and transcends a multitude of industries:

And, my question is: does the instigator ever win?

As a consumer, when I see bash marketing being used, I think: OK, I know what you think is wrong with your competitor; but I don’t know what’s good about you. If you’re someone I trust I may believe your opinion of the other brand; but, what if I don’t? If I don’t, you’ve just basically pushed me away, and I’m somehow certain that’s not what you would like to do.

Bottom line: show the consumer what YOU are good at. Recognize their wants, desires, needs and show how YOU respond. This is not about the other guy; this is about YOUR relationship with your consumer (or potential consumer). Don’t be negative; don’t be defensive... just be YOURSELF!


That’s my rant.

So, bash marketing... do you like or dislike?



When life gives you lemons, make lemonade!

November 23, 2009

Strategy vs. execution: It’s a chicken & egg thing (Part II)


I think the link between strategy and execution is so interesting. What I’ve found particularly interesting over the past week, and much longer if I really think about it, is that it’s difficult to find examples of stellar execution of a weak or uninspiring strategy.

Why? Well - and this is strictly my opinion - my gut tells me that great strategy is just that much sexier than great execution. Agree?

To continue using the architect and builder concept from Part I, let’s consider this: Imagine that your architect comes up with a cube – no, no... nothing fancy, JUST. A. CUBE. Well, honey, you can get the most amazing, safest, quickest, most efficient builder in the world and what do you get. STILL. JUST. A. CUBE.

So, I got to thinking – how do you demonstrate this? And, I got to solving... how ‘bout a little T-dot (aka Toronto) controversy?

Recognize the building in the pic up there? If for no other reason, I would hope most of you Torontonians (or GTA-residents) would recognize it from newspapers: It’s the Michael Lee Chin ROM Crystal (Royal Ontario Museum). The design is from a Polish-born, US architect: Daniel Libeskind. According to Libeskind himself:


"Why should one expect the new addition to the ROM to be 'business as usual'? Architecture in our time is no longer an introvert's business. On the contrary, the creation of communicative, stunning and unexpected architecture signals a bold re-awakening of the civic life of the museum and the city."

- Daniel Libeskind



An absolutely robust structure gracing one of Toronto's most revered neighbourhoods (edge of Yorkville), the new face of one of Toronto’s (heck, one of the world’s) most prestigious museums. So, what do you think?

Well, according to VirtualTourist.com, the ROM Crystal is the 8th Ugliest Building in the World. I’ve also heard lots of fodder from my fellow GTA-ers that the ROM is a real eye-sore, clashing so badly with the previous heritage building that was the face of the ROM. I think it’s fair to say, based on these reviews, that this is a pretty solid demonstration of how great execution will not save a poor strategy. (And, sadly – even if you thought this was a great piece of architecture, a great vision, a great strategy, the groundswell of negativity – the perception – is enough to make the strategy look like it failed. And, we all know: perception is reality. Just a note, though - the building itself is a pretty impressive feat of mechanical structure!

I propose, therefore, that like architecture, marketing is both an art and a science – requiring both to succeed: Will great execution in the art of marketing save poor strategy? Can an awesome strategy stand proud through poor execution?

To all my marketing peeps, this is one of those clichés that is irrefutable: “Great Strategy + Great Execution” is the ONLY way to have GREAT MARKETING.

I’d love to hear your thoughts on the subject…

When life gives you lemons, make lemonade!

November 16, 2009

Strategy vs. execution: It’s a chicken & egg thing (Part I)



World-renowned builders have often said that anyone’s design can (and probably will) fail if it isn’t built properly. A statement also known as: good strategy dies with poor execution. On the other hand, many-a world-class architect will be more than happy to explain that if builders don’t have an inspiring design to work with, the results will be less than stellar. In this latter comment, essentially, we can see that great execution can’t deliver much without some sort of vision or strategy. Do you agree?

So, here’s the question: which is more important – strategy or execution? The answer: both!

A great historical personality will help me demonstrate, Part I - How great strategy dies with poor execution:
Gustave Eiffel (1832-1923). If his name sounds familiar, it’s because he was the engineer behind the Eiffel Tower itself. Eiffel was an extremely ingenious and creative metalwork engineer who inspired vision within his own organization. His vision led to the building, with stellar execution, of many bridges and buildings across Europe. In fact, Eiffel and his company won awards, accolades and renown for creative and visionary design and outstanding execution. Such successes include both the (not-so-surprising) Eiffel Tower itself, and the (perhaps-a-little-surprising) structure inside the Statue of Liberty. The building of the Eiffel Tower, for example, was an extremely dangerous proposition for the approximately 300 workers who joined in; but thanks to Eiffel’s safety precautions, only 1 worker didn’t survive the 2-year building endeavour.

Clearly, Gustave Eiffel was a great visionary and strategist, able to surround himself with outstanding “builders”. The result: creative design that stood out for their times and for ours, historical monuments with deep cultural meaning and structure to outlast time and the elements.

In a less than shining moment, however, this unparalleled (for his time) strategist, visionary and builder, ended his career due – in large part – to poor execution. In 1887, Eiffel agreed to build the Panama Canal locks. Poor planning and execution – not just of the building, but of the entire project management – landed Eiffel in court, in prison and then released. His reputation damaged so badly, Eiffel ended his engineering work, and we will never know what could have been.



This was the biggest contract in his entire career in business, and also the one with the greatest risk. Given the risk he faced, he was granted major financial advantages and solid guarantees, which allowed him to collect his profit as soon as the work was begun. Despite the care which Eiffel took in the project, the liquidation of the canal construction company, Compagnie du Canal, on February 4 1889, led to his own indictment for fraud alongside De Lesseps and his son, and to a sentence of two years in prison and a fine of 2000 francs, even though nothing could really be blamed on him personally. With his honour and dignity severely compromised, he withdrew from business. The ruling was later to be annulled by the highest appeal court, the Cour de Cassation, liberating him of all obligations concerning the accusations, which put an end to any further court action against him.


There is no doubt here that great strategy dies with poor execution...

Stay tuned... Part II will explore how bad strategy cannot live with great execution; nor can great execution deliver strategy where there was none.


When life gives you lemons, make lemonade!