Sunday, July 26, 2015

The Return of Mad Men?

Once upon a time, people believed corporations weren't crooks.

The Great Recession changed that.

It was Corporate America's Watergate.

In today's Post-Recession period, corporations look no longer to Mad Men to tell their stories, but to brand journalists, who pride themselves on eschewing '60s-style corporate hokum.

"I've been a reporter, and I've also been a marcom writer," says David B. Thomas, posting on LinkedIn. "There's a big difference."

The marcom writer, according to Thomas, produces only "buzzwords and grandiose claims."

The brand journalist tells a story. 

"The people who read [the story] appreciate it because it gives a straightforward, unbiased analysis of the situation," he says.

Above all, the brand journalist strives to be informative. 

"Before she starts writing, she asks, 'What's important here for my audience? How will this help them solve their business problems? How can I make this interesting, informative and fun so that people will remember it and share it?'"

A practitioner myself, I appreciate the difference between a marcom writer and a brand journalist, too.

But then I remember how the Original Mad Man, David Ogilvy, once insisted, "The more informative your advertising, the more persuasive it will be."

Ogilvy also scolded contemporaries who relied too heavily on buzzwords. 

"Our business is infested with idiots who try to impress by using pretentious jargon," Ogilvy wrote.

What's old, it seems, is new again.
Powered by Blogger.