February 9, 2018
Strategists: start getting it wrong
Watching the game last Sunday night, I couldn’t help but see a pattern of over-correction from the 2017 marketing strategy of major brands. Humor won the night and there is nothing wrong with that, but as a strategist, I wondered why the canon of this year’s Super Bowl work was in such stark contrast to that of 2017. My suspicion is that keeping things light was driven by anxiety, and I think the swift reaction to Dodge Ram using Dr. Martin Luther King, Jr. is proof.