Seth Godin says that companies should spent an enormous amount of their time and budget to focus on becoming ‘the’.
I say that companies should stop using so much in advertisements the pronoun ‘you’. That would be a fashion faux-pas.
Filed under: Advertising and Communication, Blogging, Marketing, Seth Godin
I’d like to read your expanded thoughts on the fashion faux-pas of “you”.
If I take your meaning correctly I suspect I agree with you.
It is difficult to be a lighthouse brand if your ultimate point of reference is the subjective whims of “you”.
Keep creating…it freaks people out,
Mike
Hi Michael,
This was an attempt to write like Seth!
I think you understood what I meant… When l’Oreal changed their catch-phrase ‘Because I am worth it’ to ‘Because you are worth it’, that certainly was a clever move. It has become fashionable to use and abuse the ‘you’ in their adverts, hence the fashion faux-pas.
By the way, I tried to leave a comment on your blog the other day but it wouldn’t let me… I’ll try again anyway.