“You Can’t Buy That!” dot com

You might have noticed that I changed the name of this blog.  This is now the home of: http://www.youcantbuythat.com.

Why the change?

First off, I never really liked the last name (Blg Slice of Awesome) since it was relatively meaningless.  Second, it occurred to me last week that the best marketing is the kind that you can’t buy.  In fact, you hear people say “You can’t buy that that kind of marketing!” when they see a brand truly connecting with consumers.

  • You CAN buy advertising (that’s why they call it an “advertising/media buy”) – but if you’re here reading my blog, you probably know that advertising old school thinking.
  • You can’t buy product innovation that captures consumer attention and imagination.
  • You can’t buy passionate consumers who recommend your brand, product or service to their friends.
  • You can’t buy meaningful interactions and conversations with consumers that educate them on your brand’s folklore or functional benefits.

Of course you can spend money to facilitate these “priceless” opportunities, but you can’t flat out buy them.

So this blog will focus on the idea of the best marketing tactics being the ones you can’t buy.  Sure, I’ll have some other odds and ends here and there, but my focus will be on the ideas that connect with consumers in a personal way.

If you have an examples or ideas for marketing program that ar better than anything you can buy, email me at: nealdstewart (at) yahoo dot com.

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