Does it count if you don’t call your shot? Or declare your strategy? Consultants are notorious for revisionist tendencies – which involve the attribution of their particular point of view to a successful endeavor – after the fact. It’s one thing to declare your strategy in advance of execution, implement the strategy, then measure and report on the results (eight ball – side pocket). It’s an entirely different thing to go shopping for enterprises who after the fact demonstrate your particular strategy and then anoint them and your strategy as successful/effective.
Kevin Roberts of Lovemark notoriety is calling his shot with a new campaign for Penny’s. George Parker offers this:
So, today’s the day when J.C. Penney unveils its big new ad campaign. We are advised by the Wall Street Journal that this breakthrough in retail advertising and the first real demonstration of the power of Kevin Robert’s LoveMarks bullshit will be centered around their great new tag line… Wait for it… "Every Day Matters!" Or, as J. C. Penney Chief Executive Myron "Mike" Ullman III., puts it so succinctly, “We needed a rallying cry that would resonate with our customers." One that he says say’s will be as powerful as Nike’s "Just do it." Well holy shit “Iron Myron III” I think you might be just a tad on the optimistic side there.
I already know exactly how this one will end up (hint Minnick + Fenske).
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