Feb 21, 201212:00 AMIt's All About Content
with Thomas Marks
A few things that are bothering me this week
Thomas Marks brings years of marketing experience to his blog "It's All About Content" as the President and Managing Partner of TMA+Peritus. Prior to starting the agency in 1983, Tom was the VP of Marketing and Advertising for Bally Corporation in Chicago. He was also President of Bally's multimillion-dollar in-house ad agency FFC Advertising.
Give me a break – what the hell does that mean? That I’m asking you if I can take five, or begging you to bust a body part? I guess it is what it is.
It is what it is. Since that’s basically stating the obvious, it’s probably better to say, “It is what it isn’t” or maybe even something a little more poignant like, “It is what it is not, so shut up.”
Shut up is bad s***; it’s worse than F you. Fifty years ago, my parents taught me that shut up was one of the worst things you could say to someone; amazingly, that still rings true today. In heated discussions, I’ve heard people say F you; it’s a little primitive and not very original. But shut up is chilling – it can stop someone in their tracks faster than you can say Ben Johnson, who was, needless to say, a steroid abuser of epic proportions.
Now, let me turn to my own profession. Why do we insist on accompanying the word “brand” with Architecture, Blueprint, DNA, and Landscape? Let’s be honest, it’s a brand; it grows, it tanks, or it sustains. Attaching engineering, genetics, and botany to it is a thinly veiled attempt to lend a little reverence to the profession.
But let’s talk about the mother lode, the granddaddy of them all. Yes, you know who you are and what you say. It’s the two words that are what they are, and is what they is. Social Media. Think about it. Since when isn’t media societal? We (not me) used to gather around the radio and listen to Fibber McGee and Molly and Tales of the Texas Rangers. We chill around the flatscreen and watch reality TV like the Kardashians and the GOP debates. And the company that audits magazine circulation measures pass-along readership – who are the magazines being shared with? My guess is it’s other people. I’ve got news for you, all media is social, if it wasn’t, it wouldn’t be media; give me a break.
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