The Generic Generalist

A think-tank of one distilling ideas through weekly soliloquies.

[Nils Leonard @nilsleonard]

Don’t start in service.
@uncommon_studio

[The Generic Generalist @thegenericg]

@janthonylong @that1dood I don't dismiss entirely. But taking the Guinness Surfer ad example. It happened when you sort of had to sit through it during commercial break.

Now if I'm hooked to a computer session doing my work for testing service, my mind is in a different space; it might backfire

[Tom Goodwin @tomfgoodwin]

Work expands to fit the technology available.

[The Generic Generalist @thegenericg]

@tomfgoodwin Being very honest, with distribution in place, you can dominate a market with average product, with average competitors and the consumer will be pretty much have to buy it.

Glad this product is a great surprise. Offline retail is still the king

[The Generic Generalist @thegenericg]

@tomfgoodwin hahaha I'll start paying attention what I get.

Proof that I have no recollection, it's all plain landscape

[The Generic Generalist @thegenericg]

@tomfgoodwin Likely a combination of:
• Company isn't doing well
• Bosses don't know/can't verbalize the issues
• Don't trust staff's opinions
• Hire a well known consulting company (logical)
• Follow their steps; after all they are the experts

[Tom Goodwin @tomfgoodwin]

Got a new column in the Drum, watch out for it.

[The Generic Generalist @thegenericg]

@tomfgoodwin Google's Veo 2 is the most promising so far:
https://t.co/74ynbjlSnH

[The Generic Generalist @thegenericg]

@janthonylong Shift the understanding that personalized targeting, A/B Testing, and all the performance marketing playbook from the last 10 years also doesn't work.

And it is possible to build big awareness even today, we've all seen https://t.co/gD79dDGUYe, Squarespace, and Better Health ads

[The Generic Generalist @thegenericg]

@adoseofjohn Am I the first Like? Wow, Twitter is really dead

[Tom Goodwin @tomfgoodwin]

Pretty sure there is a positive correlation between how good a company is at Marketing and how simple there plans are.

Apple = Do the simple things that matter well.

17th biggest DTC Sneaker brand = AI based predictive analytics to create personalized context specific ads

[The Generic Generalist @thegenericg]

@UncensoredCMO @jmckinven Well deserved! It's always high on my list of weekly downloads

[The Generic Generalist @thegenericg]

@tomfgoodwin Anything new and creative will be uncertain; as obviously as it sounds. If we can prove it will work, it is because someone did it before

[The Generic Generalist @thegenericg]

@VikkiRossWrites @tomfgoodwin Vote for Ripley ^

[The Generic Generalist @thegenericg]

@janthonylong "Considering marketing communications' evolution towards an assemblage of actors understanding, predicting, and co-creating communication in the echoverse, we
integrated communication theory and
theories of marketing communications, resulting in a typology"
It doesn't make sense!

[The Generic Generalist @thegenericg]

@davetrott The corporate world is a game of networking and relationships, skills are in a far third place

[The Generic Generalist @thegenericg]

@tomfgoodwin This! For this value alone, advertising is already worth it. So your brand has a fighting chance when the time is right.

Buying tires for example

[The Generic Generalist @thegenericg]

@tomfgoodwin Each passenger gets one carry-on item on the plane. Not a backpack+suitcase, definitely not a purse+backpack+suitcase.

It's on the airlines to be more strict

[The Generic Generalist @thegenericg]

@tomfgoodwin I'm always right to my AI. It's a real ego boost

[The Generic Generalist @thegenericg]

@leeclowsbeard The exercise of knowing what you want is hard and demanding.

Hence it's easier to just say you want a solution "figure it out, you are the agency!"