Re: Branding?

From: Patrick Gamble <pgamble_at_present-net.co.uk>
Date: Fri 3 Mar 2000 09:04:46 -0000

KIM BROOKS WROTE:
> What is a Brand?
> Can you be successful and be Brandless?

Here's a thought for you.

Most of the money being poured into 'branding' by
dot.com companies is being wasted.

Why? Because it is being spent on a model that doesn't
apply to the Internet, the model that was appropriate
to the promotion of a FCMG product in the old world.

One of the characteristics of the old world was a
limited number of channels to the consumer, so that
with enough money, a dominant brand could drown out
its competitors. That soon will not be possible.

It's not in advertising agency's interest to tell their
clients the facts of the case, but a major poll here in
the UK showed that advertising was way behind search
engines, and only just level with guessing the URL, as
a factor in bringing people to web sites.

I suggest a revision of Lord Lever's famous dictum.

'100% of the money spent on advertising is wasted. The
trouble is, I don't know which 100%'.




Received on Fri Mar 03 2000 - 03:04:46 CST