Livin' in a bubble

As marketers and brand custodians we live in a bubble.

We expect everyone else to share the same sentiments.

A new campaign/product drops...

High fives all round.

*crickets*

We're scratching our heads.

"Why didn't anyone care about our awesome widget?"

It is truly a humbling experience when you talk to someone who fits our Ideal Customer Profile to the dot, but has never even heard of our brand.

A marketer's work is never truly done.

Unless you represent a billion-dollar brand.

This is best articulated in a snippet from Steve Jobs' life.

Jobs was Interviewing a candidate from Chiat/Day who was confident their credentials were Steve-proof. After all, that person was the lead account person of “NIKE”, the hottest brand at the time.

During the interview Jobs asked, “So, what are you doing now?”.

“I am the global account director on Nike at Wieden & Kennedy”

Jobs paused. He was a big fan of the Nike Brand.

Steve replied “Nike has been great for a long time. So, your job is not to f*ck anything up”.