Trout weighs in

On several occasions I've quoted or linked to columns by Al Ries, part of the former duo who wrote and published the classic book about branding, Positioning, more than 20 years ago.

Now Ries's former partner, Jack Trout, weighs in here on what's ailing traditional advertising agencies. They have lost their way because they're not focused on their true mission and calling.

The article is good. (Thanks to Jack Burris for sending it to me.) Here's an excerpt:

"Forget about emotion, bonding, borrowed interest or show business, agencies have to rebuild their reputations around being able to help top management figure out the right competitive strategy for a brand.... Consider the famous Oprah giveaway of 200 Pontiac G-6s.... The result was great press but lousy sales, which are 30% below expectations. What was missing was the story about why I should buy one if I didn't get one for free."

The dialogue continues...