Case Studies: The Key to Finding 'Uncommon Wisdom'

  Knowledge Management   Lessons Learned  

Today I'm inspired by to think "out of the box" by a series of commercials I've been seeing while watching golf on TV over the past several months. The commercials are from Wachovia, a leading national banking and brokerage company headquartered in Charlotte, N.C.

The overarching theme of the commercials, developed by the Mullen Agency (Wenham, Mass.) is "uncommon wisdom for shared success." All of the commercials begin with a line something like: "What can X tell us about Y?" with X and Y being, at least on the surface, two widely disparate ideas.

According to Kirt Hibbitts, director of marketing communications for Wachovia Corporation, "The basis of this campaign explores several compelling questions about the lessons that can be learned from common things and events in the world around us. Wachovia is a company that cares about its customers and wants to take all that they know and all that we have learned to create shared success." (See the 2003 press release announcing the advertising campaign.)

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