One of the mantras of marketing that has particular strength in these media-fragmented days is, “We need to break through the clutter.”

So how come so much of the clutter is … well, clutter?

Sure, the Sham Wow guy breaks through the clutter, but he had to beat up a prostitute to do so. Meanwhile, if there are jingles out there as catchy as this one from the ’60s for Palisades Amusement Park, jingles that will be etched indelibly in memories 40 years from now long after the products they’re advertising have disappeared from the landscape, I’m not hearing them.

Takeaway for marketers: Don’t create marketing that adds to the clutter, rise above it.

This entry was posted on Tuesday, April 28th, 2009 at 8:04 am and is filed under Marketing Stuff.