Friday, April 11, 2008


I was in Ottawa on a production this week and had Schwarma, which is hummus, garlic mayonnaise, chicken, rice, potatoes, salad, pickled vegetables, all thrown together on one plate.

Schwarma is not any one thing. It's a lot of things. It tries to be all things to all people.

Which got me to thinking.

A lot of brands are like Schwarma. They don't commit to any one thing. They commit to several things in the hope that one thing sticks.

I think a lot of brands (and agencies for that matter) would be better off being just the hummus. Or even the pickled vegetables.

Think Schwarma, corporate America.


Anonymous said...

Yes. Sometimes I feel like I'm standing on the other side of the cafeteria line wearing a hair net, and serving up large platters of pickled jicama, curried sauces and other delectable middle eastern delights.

G.D. said...

I feel like that sometimes too. Other times I feel like I'm late to a shoot, coming back from grabbing a breakfast sandwich from the Tim Horton's drive-through, stuck behind a giant backhoe.

m-c said...

Personally, I don't care for hummus unless it's in the schwarma. Hummus worries about losing me. The truth is, there's nothing hummus can do to win me over in the first place. I never think about hummus. Never will. I think about schwarma. Deal with it, hummus. And worry about the people who actually care.

日月神教-任我行 said...