If all we are doing is pelting people with endlessly irrelevant messages, we can't claim their loyalty. And if we can't claim their loyalty, we don't have a prayer of a positive return-on-investment.
We can run whatever media-mix model we like, but all we're likely to achieve is a marginal improvement on what is otherwise an unmistakable downward spiral of failure.
We can hope that Tesco will set a fine example when it starts opening its Fresh & Easy Neighborhood Market stores later this year. Based on what Simon Uwins says, we can expect a brand experience that is free of irrelevant ad messages and chock full of satisfied needs.
If Tesco actually walks that talk, it will roll over Wal-Mart, Whole Foods -- maybe even Trader Joe's -- in record time. It will do so by doing what good marketers have always done -- listening more than talking, and delivering more than advertising.
The medium is no longer the message. It is the promise. The question is, can we keep it?
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