Thank you! Don't forget to confirm subscription in your email.
People used to complain that selling a president was like selling a bar of soap. But when you buy soap, at least you get the soap. In this campaign you just get two guys telling you they really value cleanliness.
When the farmer can sell directly to the consumer, it is a more active process. There's more contact. The consumer can know, who am I buying this from? What's their name? Do they have a face? Is the food they are selling coming out of Mexico with pesticides?
I have to admit I've always had quite a complex relationship with modeling and with the idea of advertising: not always knowing what I'm advertising and selling.
And so it can be very much in the interest of bank A to sell-short bank B shares, or buy CDSes on bank B, because they have exposure to bank B. It's the responsible thing to do as a fiduciary, and yet if everyone does it at the same time, it's destabilizing because everyone is selling.
As a brand marketer, I'm a big believer in 'branding the customer experience,' not just selling the service.