Nice read! Few quotes:
In my view, a good CMO needs to be doing two things at the same time. First, you need to drive sales. I doubt any CMO will last too long if the brand is tanking in sales. Second, you need to make your brand “future-proof.”
Making the brand “future-proof” requires one to create a vision about how the future will be.
I think one doesn’t need to be a marketing visionary to imagine that five to 10 years from now, people will be eating food that doesn’t contain artificial ingredients.
The main objective of the Moldy Whopper campaign was not to drive short-term sales. From my personal experience, the best way to drive short-term sales in our product category is to do a promotion (and the fast food category is filled with them) and/or to launch a new product.
Moldy Whopper grew consideration to visitation by 22.8%. And that’s truly remarkable.
Why you need the campfire and the fireworks
One common question with Moldy Whopper is: Do you really need to go that far?
Yes, we do.
As Bill Bernbach once said, “If no one notices your advertising, everything else is academic”