Launch Story: Esotika From Product Idea, to Key Insight, to Archetype
There are product categories that have gone years without innovation. And when I say years, I mean since Ben Franklin’s time. Take, for instance, reading glasses. It’s not like they’re things that people seldom use. Some of us, well, actually all of us, are facing the inevitable entropy called aging. So, while reading glasses are useful, they aren’t necessarily celebrated or loved. Sort of like vacuum cleaners, Pepto-Bismol or hearing aids. What’s new Ben Franklin? So when a new product came to us with something that innovates in this category, it got our attention. Todd Huschka had an idea:[.....]
It’s the Positioning Stupid, Now Pass the Beer.
While in Boston recently I saw some Michelob transit ads that got me thinking. The campaign had headlines that went something like this: “Think Rooftop Garden vs. Fire Escape. And, “Think Courtside vs. Nosebleed. I would characterize this as competent advertising. Not overly clever, but well executed and well strategized. But what really got me thinking is that in this world where everyone is going just a little crazy over social networking and wringing their collective hands over what to do next, maybe it’s time to return to some basic advertising principles. And that’s what’s interesting about this campaign. First[.....]