Re: PR is better for branding than advertising?

From: Rob Frankel <Rob_at_RobFrankel.com>
Date: Thu 11 Apr 2002 09:31:57 -0600

Kelley Mitchell wrote:

> [Al] Ries believes that ...

Ah, Al. Sweet Al. Good old Al.

Although all of us in the branding world owe a huge debt to the like
of Al Ries and jack Trout, I find it sad as to just how obsolete --
and in this case, desperate -- their methods and observations can be.

The statement that advertising can't be measured is typical of this
out-dated thinking. If advertising can't be measured, you've got the
wrong guys doing the advertising. Not in metric terms as much as in
managing the brand from the roots up.

Ries's view on branding by itself has not kept up with the evolution
of marketing, branding, media and advertising. Let's not forget it
was Jack Trout himself who once sniffed how "the web has no branding
value."

Then again, David Ogilvy was sure that there was no place for humor
in advertising, too.

The only thing this proves is that demagoguery, for sure, is a less
than reliable tool.
--
Rob Frankel

Big Time Branding (SM) http://www.RobFrankel.com
Revenue-generating Branded Communities: http://www.i-legions.com
Rob answers your questions every Monday! http://www.FrankelTips.com
1-888-ROBFRANKEL * 818-990-8623





Received on Thu Apr 11 2002 - 10:31:57 CDT