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February 15, 2007

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GrahamHill

John

You just have to agree with Seth. I have lost count of the number of times the advertising of mediocre products (and particularly their wrap-around services) hugely over-promised only to be disappointed when the products didn't deliver. I do not appear to be alone in this score.

But I would disagree with Seth's implied suggestion that Ad Agencies should be the ones that drive businesses to reinvent themselves. In my experience, Ad Agencies are very poor at understanding how business really works. Much of the time they don't seem all that interested either. They make awful strategic advisors because of these two things: a lack of understanding and a lack of interest.

Businesses need to reinvent themselves, without external advisors (like myself). They need to understand their customers and what they want. They need to understand what they are good at. They need to understand how they make money. And they need to understand how these three things come together to create the customer experience, which in turn becomes the brand (in the mind of the customer).

Graham Hill
Independent Marketing Consultant

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