It’s a crude but often hilariously accurate saying that’s been doing the rounds for as long as I can remember. It’s a great pre-cursor before engaging in feedback/retros/reviews/pre-mortems.
And while I wouldn’t usually compare the complex world of marketing, advertising, and communications to the anatomical features of the human posterior, there’s a curious parallel worth exploring.
In the realm of marketing, opinions are as abundant as pixels on a high-definition screen. Everyone, from the intern to the CEO, has an opinion on that new creative campaign, the website redesign, or the branding strategy. It’s like a buffet of perspectives, each offering its own flavour of wisdom or confusion.
So, why does this matter, and what can we learn from the adage, “Opinions are like assholes. Everyone has one”?
The Impact of Opinions in Marketing
In marketing and advertising, opinions can either be the wind beneath your creative wings or the hurricane that blows your campaign off course. The impact of opinions is substantial and can shape the destiny of a brand.
Here’s how:
1. Creativity vs. Conformity
Opinions can either fuel creative genius or dampen the fuck out of it. When harnessed constructively, a diverse set of opinions can lead to innovative ideas that captivate audiences. However, too many opinions, especially those rooted in fear or conformity, can stifle creativity and result in bland, forgettable campaigns and work.
2. The Danger of Decision Paralysis
In marketing teams with conflicting opinions, decisions can be delayed indefinitely. The fear of making a wrong move or upsetting someone can paralyse progress. In such situations, campaigns may miss opportunities and fail to seize the moment.
3. Brand Consistency
Opinions on branding can be as diverse as the colours in a Pantone swatch booklet. Maintaining brand consistency is essential, but too many contradictory opinions can lead to brand identity crises. A brand that keeps changing its image risks confusing and alienating customers.
When Opinions Go Wrong
Imagine planning a family vacation. Everyone has an opinion on the destination, activities, and accommodation. If you let every opinion guide your decision, you might end up with a chaotic, unfulfilling trip. Death by committee could see you end up at Walley World…
Similarly, in marketing, when every opinion is given equal weight, you risk diluting your brand’s message and confusing your audience.
The result? A campaign that pleases no one and achieves little.
When Opinions Go Right
In marketing, as in life, opinions can be valuable when they’re informed, constructive, and aligned with a clear vision and direction. It also needs to be backed up and validated, housed in truths.
Here’s when the cacophony of opinions can transform into a harmonious symphony:
1. Collaboration and Diversity
Embrace the diversity of opinions within your team. Different perspectives can lead to holistic campaigns that resonate with various audience segments.
2. Informed Decision-Making
Encourage open discussions where opinions are backed by data and insights. Informed opinions are more likely to lead to effective strategies and powerful work.
3. Leadership and Vision
Effective leadership sets a clear vision for the brand. When the team understands this vision, opinions can align, resulting in a more coherent and impactful campaign and better outcomes.
The Key Lesson // Balance and Leadership
The saying about opinions may be brash, but it carries a valuable lesson. To succeed in marketing (and maybe in life), you must strike a balance between valuing diverse perspectives and maintaining a clear, unwavering vision. This balance is achieved through strong leadership, informed opinions, and a willingness to adapt without compromising the core brand identity.
Key Takeaways*
*not of the posterior kind.
- Diverse opinions can either ignite creativity or drown it in conformity.
- Decision paralysis can occur when too many opinions conflict.
- Maintaining brand consistency is crucial amid a sea of differing opinions.
- Informed opinions, backed by data and insights, are most valuable.
- Leadership and a clear brand vision are essential for harnessing the power of opinions.
Remember, while everyone does indeed have an opinion, not every opinion should steer the ship. In marketing, as in life, it’s about knowing when to listen, when to lead, and when to chart a course that aligns with the brand’s true north – or as some like to call it; Ze Brand Purpose.
Cheers,
DANIEL JACOBS
http://www.thecreativestrategist.com.au
https://www.linkedin.com/in/denialjacobs/
Melbourne, Australia
THE CREATIVE STRATEGIST 