Let’s face it, safe advertising is not effective advertising.
And that’s why most marketing executives and their Agency counterparts would agree with Bill Bernbach, “Safe advertising is the riskiest advertising you can do.” More specifically, it will not generate greater sales more economically.
In light of that notion, most of these same marketing and advertising executives have an aversion to taking risk. Agreed, it is always better to have a sure thing. Unfortunately, there are two inherent problems with this normal human reaction…
1.) There is no such thing as a sure thing
2.) To get really effective advertising, risk cannot be avoided
In the state of our current economy, the perpetual downward spiral of safe advertising should come as no surprise.
Yet, safe advertising rarely makes facts come alive in a fresh, memorable and persuasive way. It rarely makes one ad do the work of ten. It won’t elevate your brand out of the muck and mired swamps of parity, nor will it make your brand more accepted, believed or urgent.
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Tags: Advertising, Business
