Opportunism: (noun) the taking of opportunities as and when they arise, regardless of planning or principle.

Based on this definition we can arguably say that every idea, campaign, or ad is based on opportunism. Planning should be the foundation of any marketing action obviously but that not always happened. And when it happens, it isn’t always good. But this a path that I am not taking today.

Today I want to talk about the other part of the definition of opportunism: the principles. We can say that some brands have them (i.e. Patagonia) but isn’t all advertising a little principle-less? I love advertising, but as advertisers, aren’t we always looking for a way to persuade the consumer, trying to find weaknesses, trying to catch their attention, to sell a product or service that yes, they may need, but we are not telling them to buy any shoes, we’re telling them to buy a specific brand. For me, advertising is by definition, opportunistic. We work hard trying to find the best opportunities to intercept our audience and we craft ideas purposely to catch their attention. We take a meme, a trend, a style that people loved and turn it into an ad. …

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Clients, friends, and colleagues often ask me how much do I charge for a logo. The answer to that matter, for a lot of people, is the bar to measure my value (or the value of my work and/or agency). So if I say a number that is too high I scare them away or give them the perception that I am being arrogant, but if I price myself too low then they think that I’m not good enough. …

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Plenty of our clients, friends, and network connections have been asking us the same questions. How much money should I spend on Facebook Ads? How can I gauge a budget for my business? Is there any formula for getting to this number? How much should I boost my Instagram post to get as many likes as Kim Kardashian?

These are all great questions, but as it turns out, they’re all pretty difficult to answer* since they all really depend on several factors. Here’s a quick overview of what you need to consider, without getting too deep into the rabbit hole.

  • Product/service…


Justo Guerin

Explorer. Strategist. Writer. // www.sofiadigital.agency

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