Is it the right story?

I recently read a post by Seth Godin, titled, “The difference between a show and a story”.

In summary, he shared the difference between marketing – it tells a story that sticks; and a show – which is what he saw happening with the ads during the Super Bowl.

It made me think. For years now, many people have looked forward to watching the Super Bowl for the commercials. (Granted, some years, they really were the best part as the game was not that good.)

After this year’s hulabaloo around the ads, I think Seth makes a good point. For all the millions companies pour into their advertising and marketing campaigns as well as into branding and loyalty campaigns, why would they ignore their marketing plans and messaging  to instead try to have the best (term used loosely here) and most entertaining commercial during the Super Bowl?

I mean, there is a 50/50 chance it will be a hit, and if it’s not, they lose credibility.

What do you think?

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Susan Cellura is a marketing communications professional with over 20 years of experience. She is a dynamic communications professional and enthusiastic team-builder, with a progressive history of success in designing and implementing communications programs for global organizations. A strategic thinker with the ability to understand the needs of multiple audiences and deliver solutions, Susan is a results-oriented problem-solver with exceptional interpersonal and negotiation abilities. Having worked in a variety of global industries, she has grown business communications in her current position via a strong mixture of strategic resources, including social media.

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