Some great thoughts here. More than ever, we need to gain deeper insights into human behaviors as the media and market landscapes continue to evolve.

It sounds cliché, but the only avenue to those insights is to truly know your audience. And like Patrick Edson says, we have to move beyond the “80% knowledge” – the information everybody owns. That’s just not good enough. The “ability to decipher our consumers’ unarticulated needs and unconscious behaviors” is the key to understanding how to position your product. In other words, the elusive “20%”.

I’ve read a handful of related blog posts. Other ideas that stood out are that, despite the execution of the campaign, Coors Light has committed to this central idea for four plus years now and they’ve carried it out everywhere – advertising (Coors Light Love Train), product packaging (Cold Activated Bottle), and even serving itself (supercolddraft.com).

The lesson is that we need to recognize a good idea when we see one (easier said than done). And when we do, everyone involved must truly believe in it. It’s the only way you can inspire others to believe in it, too. Enough talk. I’m gonna go grab a cold one.