Insight. Articles by Constellation.
Too Much Is Not Enough
By: Jeff DeJoseph
Remember that old 80s mantra.
Times change. Too much is way more than anyone needs or can stand.
Marketing organizes and expresses brands to connect with an audience in meaningful ways and stand out from the crowd. But over the past few years, lots of major media opportunities have become numbingly overexposed. In the drive to deliver “eyeballs” or consumer impressions, successes big and small, proven or potential, are repeated to the point that instead of being meaningfully connected, the audience is meaningfully disconnected.
After the Fall
By: Jeff DeJoseph
Remember Psych 101? Abraham Maslow, in his research on human motivation, used a pyramid to show our “hierarchy of needs.” Each building block supports the next level.
The blocks at the bottom represent our most primitive needs: to eat, to have a roof over our heads, to have a feeling of safety and security. As these basics are taken care of, we turn to social needs—the need to belong to a group. Then comes the ego level, or esteem: the need to gain approval. And at the top of the pyramid is self-actualization, the ability to realize one’s potential.
Planning Gets Domesticated
By Debra Goldman, Ad Week
In 1999, at the annual conference of the Account Planning Group-U.S., there were a lot of ways to tell that planning was the sexiest job in advertising. Salaries of top-level planners were soaring. Star U.K. agency planner Adam Morgan, a speaker at the convention, had outgrown the ad business altogether and moved on to create his own brand consultancy. The APG-U.S., for years an ad hoc organization, was newly incorporated, with a full-time administrator and big plans to provide training to junior and midlevel planners. The conference itself, which in 1995 fit into a 250-seat auditorium, attracted 800-900 participants that year.
I Want My CNBC
By: Jeff DeJoseph
Back in the day, rock stars were rock stars, and MTV was birthed to give them another venue. (It also created another category—the hair band!) Sometime in the late ‘80s, Felix Rohaytn opined, “Now investment bankers are the rock stars.” Then, through the late ‘90s, CEOs were the rock stars.
And CNBC was their MTV.