Re: Do publishers want to make money?

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Thu 31 Jan 2002 21:12:07 -0500

On 1/31/02, Jason Geraci wrote:

>Well we are back at square one again, at least now that
>the argument has gone full circle. I am seeing how much
>the market is effected by the idiots in print media who
>espouse this crap about the market being down. I am not
>sure I buy into that.

Amen to that. This country and its economy would be in a
lot better shape if people stopped getting their news from
soundbyting pundits and dug for data themselves.

>
>Branding occurs through advertising whether we want to
>admit it or not! The problem with the branding idea is
>that if advertisers agree that branding occurs even if a
>direct action doesn't occur...then they no longer can
>argue for cpa's and cpc's. That is the bottom line.

There's another argument here: branding requires its own
discipline and budget. Advertising should not be expected
to do anything more than raise awareness for the brand,
which by itself a poor reason to advertise. Advertising
is really more about raising awareness to build sales; the
delivery of a brand occurs after that connection is made.

>Advertisers would rather lie to themselves and publishers
>than to pay for a valuable service, which is brand
>advertising.

You may be overestimating advertisers' abilities. My
experience has been that very often, they seek the simplest
way out: that's why they keep chasing outmoded models
(like demographics instead of psychographics). It's all
they know.

>Branding is expensive, I am not numb to
>that fact.

Actually, it really isn't expensive at all. You may be
referring to the media portion of it, which is advertising
and PR, not branding. Branding expenditures should be
allocated to developing and creating and ongoing
implementation of the brand through programs, not raising
its awareness.


>It comes down to whether
>or not the C.E.O. of some fly-by-night startup wants
>to go out and buy a corvette within the first year of
>opening his site...or if he wants to wait 3 years and
>buy a Bentley. Period. Long-term vs. Short-term. This
>is the reason that most people in the world are poor...
>they live for today instead of planning for the future.
>It is basic economics. Sorry but the emperor is now
>naked, and I really don't care if he finds his clothes.
>

I care, but I think it's funny to watch him scamper for
his skivvies.

--

Rob Frankel, "Yes, I really do turn users into
evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
Turnkey Revenue Generating Branded Communities:
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Received on Thu Jan 31 2002 - 20:12:07 CST