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...

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 Buick 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:

• Pepsi vs. Coke
• Burger King vs. McDonald’s
• GM vs. Ford
• Pepsi vs. Coke (again)

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!