Until 1964, most professional boxing weigh-ins were boring, predictable affairs. This was not the case for Clay vs. Liston, February 25, 1964, in Miami Beach. There was nothing boring or predictable about the 22-year-old Olympic gold medalist from Louisville, KY, named Cassius Clay. Although Clay would go on to become Muhammad Ali (referred to from here forward as Ali), the world heavyweight champion and Sports Illustrated’s Sportsman of the Century, at the time, he was unknown and largely untested. In addition to Ali’s prowess in the ring, he was a natural promoter and gifted PR man. There is no greater display of his PR wizardry than the first Liston fight for the heavyweight championship.
When people talk about SEO and PPC, it’s usually theoretical. They rely on classic talking points, such as: “When used together, SEO and PPC increase visibility in the SERPs and increase perceived authority, which drives click-throughs to your site overall…”
And, yes, that is all true, but it’s also abstract and not super helpful. How do these ideas translate into tactical strategies? How often do you, as an SEO, actually work with your PPC neighbors? My guess is not very often, if at all.
Who are you? What do you do? What influences your behaviors, actions, and decisions?
There are no simple answers to these questions. Yet marketers tragically try to pigeonhole people into them with retargeting ads.
But people are complex. Marketers and brands know this. Whether we admit it, however, is another story. We tend to think our ads are the best in the business. We think they’ll immediately get the attention of our intended audience, and will solve all their problems. The unfortunate reality is no one cares about our ads or us. Why?
Trying to figure out how to market to millennials is the new "is it the year of mobile?" conundrum marketers are fretting about. How can brands get these seemingly uninterested, disloyal hordes of potential customers to fall in love with their brand? How can brands create messaging and ads that move them from awareness to consideration to intent to become mindless brand loyalists willing to buy whatever breakfast cereal the global conglomerate releases this year?
America has become a meme.
Ask the internet, and it’ll tell you the definition of America is a picture of Teddy Roosevelt riding a T-Rex punching Heinrich Himmler in the face or some shit—all with the requisite irony of the generation that made normcore a thing and ruined bacon for everyone.
However, the American experience can’t be reduced to a jingoist fever dream. It’s a bittersweet tapestry of the things we get right and the things we’ve yet to get right. Two weeks ago, it broke our hearts. Last week, it put them back together.
The same can be said for our beer. Some is swill. Some is sublime. It’s the aggregate of all these experiences that defines American beer. The most American beer isn’t a paragon of perfect brewing. It’s real.