Winfield & Associates _Creative Philosophy_ (http://www.winfieldandassociates.com/creative-philosophy-2/)
Our creative philosophy is a little different, and that’s probably because we are a little different. We call it CONTRARIAN thinking. The word “ contrarian” is defined as: Taking the opposing view; rejecting the majority opinion We’ve developed this philosophy over time because so much marketing and advertising today is overlooked or quickly forgotten. The number of ads and commercial messages people see every day is estimated at between 4,000 and 5,000, and that number is growing as people multitask, using a device to access the internet while watching television. The sheer volume of information makes it impossible to pay attention to all but a small percentage of those messages. The CONTRARIAN philosophy starts by asking,” What’s the opposite of what the competition is doing?” Sometimes the “opposite” is a great position for the business to take within its industry. Other times the “opposite” is the starting point for exploring differentiators. The contrarian process gets our clients thinking in new ways and helps us gain a better understanding of their business. Al Ries, the best-selling author and marketing guru, makes the case for contrarian thinking in a short article titled “The Marketing Importance of Being Opposite.” Published a few years ago, the companies he cites are excellent examples of how our thought process can benefit business. ------------------------------------ Did it work? That’s what everybody wonders about their advertising and marketing efforts. The ability to track results is better than ever, but in many cases it’s still difficult to connect revenue with expenses. Winfield & Associates Marketing + Advertising has been in business since 2002, and in that time we’ve experienced some great success stories, some “ not sure if it worked but we won’t fire you today” stories, and some outright failures. Like other ad agencies, we used to post our success stories on our website. But not the failures or the marketing efforts that were just OK. The Did It Work? page is a place for success stories, OK stories, and failure stories. There is always a risk in talking about things that didn’t work, but marketing is changing so quickly that failures are going to happen even with the best research, creative, and strategy. Our greatest inventors, people like Ben Franklin and Thomas Edison, failed hundreds of times as they developed things we take for granted like bifocals and the light bulb. >From failure comes knowledge. So read and learn about marketing that worked, marketing that didn’t, and some stuff we have no idea about. -- -- Centroids: The Center of the Radical Centrist Community <[email protected]> Google Group: http://groups.google.com/group/RadicalCentrism Radical Centrism website and blog: http://RadicalCentrism.org --- You received this message because you are subscribed to the Google Groups "Centroids: The Center of the Radical Centrist Community" group. To unsubscribe from this group and stop receiving emails from it, send an email to [email protected]. For more options, visit https://groups.google.com/groups/opt_out.
