Phone A Friend

I got a call from my friend Karl the other day. He’s a mathematician by trade and one on the smartest people I know. An Ivy Leaguer, tops in his class – a real center of knowledge. When ever I need to “phone a friend” for some help or information, Karl is the one I call. No doubt.

So guess what happened yesterday. My cell rang. It was Karl.

“Hey Ed I need your help.”

Boy, this was a first! I couldn’t believe Karl was calling me for advice. Before he talked further, my mind stated to wander. Did he need some assistance with a complex mathematical equation? Maybe he needed to consult with me before purchasing some new super computer. I listened closely.

“I’m at the drugstore shopping for some cold tablets. I just felt a little nasal congestion and I wanted something so I wouldn’t be stuffed up while trying to sleep. I don’t normally do the shopping – and I trying to figure out what to get. I can’t believe the choices. I mean I just want something for my nose. You’re the marketing guy. Can you help?”

He went on.

“Gee, this box says quick acting and the other box says long lasting. Are they asking me when do I want to feel good – now or later? Why can’t they just put in clear, simple terms what this stuff does Ed? I thought this would be easy. And why are there so many choices? They all seem the same with not real distinction among them. I’m no marketing guy, but if you can’t figure out what brand does what and why it’s better than the next one on shelf, it doesn’t make much sense.”

“Hey Karl, as usual, you’re right,” I said.

It makes no Brand Sense; it’s really…Brand NonSense.


p.s. - Karl said he was next headed to the toothpaste aisle. Wait until he sees those 43 versions of Crest!