Uncensored CMO The extraordinary cost of being dull - Peter Field and Adam Morgan
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Sep 6, 2023 Marketing legends Peter Field and Adam Morgan discuss the impact of dull advertising on brands. They explore the cost of dull marketing to businesses, brands, and your career. They also touch on the role of danger and a mastersclass in making the dullest ad ever.
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The Cost of Boredom
- Adam Morgan recounts interviewing a South African industrial theatre writer.
- The writer emphasized the importance of engaging audiences, even in safety training, saying, "when it's a matter of life and death, you can't afford to bore the audience."
The Pervasiveness of Dullness
- Despite marketing advancements, most brands remain dull, costing them money.
- Putting a price on dullness might make people take it more seriously.
The High Cost of Dullness
- Dull campaigns often have larger budgets, masking their lower effectiveness.
- This suggests that businesses overspend to compensate for dullness.