Onward and upward.

• Author: Conley, Steve
• Position: Message from the Editors

He Said

Perception, like a good sports car, often turns on a dime. It's both a tool and an outcome at once--a marketing device to be employed responsively, not reactively. Premised on nuance, not force; subtlety, not strain.

Recently, I found myself intrigued after I first reacted negatively and then responded positively to a marketing horror story. No, make that horror-story marketing. Have you seen the commercial in which a young child suggests that everyone in the "Dream House" dies? Reasonably creepy, right? Effective, too, I think. I saw that movie trailer along with the beginning of a similar promo for a different flick. Slightly distracted, I didn't catch the whole trailer. Still, as it screened, I thought, "Must be a blood and gore cycle for Hollywood."

That instinct seemed correct, because television of late also has its share of scary-genre programming, including "American Horror Story," "Grimm" and others

In fact, it was these "chase factors" that reminded me of similarities to law firm marketing. It's a realm where one firm may make a strategic branding move or otherwise generate buzz, prompting a bit of envy--and thus a chase--among competitors.

"Me too" too often drains valuable marketing dollars from more productive or ROI-sensitive strategies Ads, media efforts or events by the follow-on crowd sometimes come up a little short. Rather than helping firms distinguish or redefine themselves, chase tactics simply reinforce another's first-to-market message.

Better to innovate than imitate, usually.

Still, like a sports car winding downhill, my perception downshifted immediately as I glimpsed something unexpected in my movie-trailer lane Simply and prominently displayed was the logo of a brand known for creativity, passion and fun--not blood, guts or gore Instantly, Disney's copycat trailer for "The Odd Life of Timothy Green," returned a very perceptive outcome: 30 seconds worth of branding gold.

Here's to a 2012 filled with pictures of success and moments worth their wait as well as their weight.

She Said

It's hard to believe that I'm at the end of my two-year tenure as co-editor of Strategies. I'm lucky to have had the chance to work with many talented people along the way, and to participate in LMA at the national level I'm thankful for the chance to give back to an organization that has been instrumental to my career development and skill building.

I've always...