Beware of “experts”

Edward Boches always provides insight in his daily blog, Creativity_Unbound. Consider:

Consumers “…know when they are being sold to. And they choose to consume a company’s advertising just as they decide whether or not to buy its products.”

“The argument we should be having isn’t whether a tag line is emotional or feature driven. It’s whether or not a brand has a vision, the determination and resources to make products that deliver on that vision, and an advertising campaign that inspires people to take notice, play a role and care.”

You know what’s coming next.

• What is your station’s vision?
• Does it have the resources to make products that deliver on that vision? Truly? In every daypart, any time I listen?
• Why aren’t you advertising it then?