Twelve years ago, I was working in the marketing department in the main office of a national chain of an after-market auto parts supplier. I worked in a large room with a dozen other graphic designers, pumping out full-color newspaper circulars. It was a grueling process. We had to keep up with the various price changes and product switches from category leaders, along with the whims and fancies of several vice-presidents in charge of "something or other." These guys would wander through the department and peer over the shoulders of my colleagues and me as we worked diligently on our computers, moving and adjusting our circulars, as per instructions determined in a weekly marketing meeting. In an effort to justify their jobs, a VP would — on the spot — instruct a particular artist to "change that block from red to yellow" ...only switch it back to red an hour later. This would occur on a daily, sometimes hourly, basis, forcing an artist to make a pointless change and carry said change across a dozen different demographic-specific versions. Things like changing the width of a dotted line around a coupon or flipping the positions of adjacent items in an ad were regular and anticipated changes... often made as the print deadline loomed closer. They were changes for the sake of change, mainly to reinforce the ego and control of upper management.
One day, one of my coworkers brought in a microwaveable meal for consuming in the noon hour. In the meantime, the package sat on his desk. It was a quick-serve bowl of pasta that had newly been introduced to the market. As artists often do, some of us assessed the package design and surmised a scenario for how it was created. The first thing that was noticed was a large out-of-place block on the otherwise well-designed package front that read "GREAT FOR LUNCH" in big, gaudy yellow type. The rest of the package featured a nicely-placed logo, a "beauty shot" of the fully-cooked product and a few small pictures of other available varieties of the same line. As a group, familiar with the
modus operandi of a controlling VP — one who perceives himself as a "marketing genius," we figured that the design department at this particular company had just finished the final version of the packaging. Then, one of these VPs came by and
insisted on the inclusion of the "GREAT FOR LUNCH" callout, reasoning that how else would anyone know it could be eaten for lunch. The designers had to scramble to change the design, staying late at the office to redo the design of
every package in the line. Meanwhile, the VP went home at a normal hour and told his family: "I did marketing today!"
A dozen years later, I came across a similar scenario, leading me to believe... nay,
confirm... that some things never change and people "in charge" like to be in charge and like to let everyone know they are in charge. I ordered a box of foil wrapped, pre-moistened wipes to clean my glasses. After a few days, the package arrived. The box featured a clean, white design with the essential information presented plainly and pleasingly across the front of the box. The logo, the name of the product, how many wipes the box contained and a small row of icons indicating the various items on which the wipes could be used, besides eyeglasses. However, in capital letters in a spot of white space, were the words "IT REALLY CLEANS!" This was obviously the last-minute work of some corporate stooge who felt compelled to exercise his superior position over the lowly designers in the company's marketing department. "How will anyone know that this
cleaning product
really cleans unless we put it on the box?," he thought and, channeling Pharaoh in
The Ten Commandments, he proclaimed "So let it be written and so let it be done." Once again, a group of designers had to stay late at the office to implement ridiculous changes made by someone who has no business in the field of marketing.
Look, I don't claim to be an expert in marketing. I have, however, been exposed to bad marketing for over forty years. (To be fair, I've seen good marketing, too.) But, it seems that bad marketing is more wide spread. Hell, I worked in a marketing department for ten years under someone who didn't know shit from shit, yet she kept her job when I got let go.
I think that all of these so-called, self-proclaimed "marketing geniuses" should all meet for dinner at this place to discuss their various strategies.
After all, they must have the best food in town. The sign says so! Otherwise, how would people know?
Genius!
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