Branding

From: Peter Hupalo <hcmpublishing.com_at_hcmpublishing.com>
Date: Mon 15 Apr 2002 23:10:01 -0600

>>
Al] Ries believes that advertising can no longer be objectively
measured because it has become an art form and, as such, has lost its
original communication function and power. That's not to say that
advertising, per se, is dead. In fact, from Ries' point of view,
advertising has real value when it serves a proper functional purpose.
But, as stated earlier, that purpose is brand support and brand
maintenance rather than brand formation, an opposing viewpoint to
currently accepted marketing communications practice.

>>
If advertising can serve brand maintenance, why can't it serve brand
formation? Was advertising ever measurable? Direct response is, but the
average radio ad or TV commercial? Or a display Ad?

Sure maybe advertising is becoming more artistic. But, it's purpose is
still to sell. When a company hires a moderate big name director to
create a commercial, in addition to getting the commercial, there is
often a PR play on the director's new association with the company. The
positive association to a popular name is all part of the goal.

http://www.inc.com/starting_a_business/advice/20320.html
has an interesting article about hiring an ad agency. It points out that
you want someone who's going to try to be cost effective and not
creative for creativities' sake. The problem is everyone wants to outdo
the AFLEC duck. (for my take on this:
http://www.thinkinglike.com/Essays/resonance-in-marketing.html )

I read an interesting book, "The Tipping Point" (My review:
http://www.bainvestor.com/The-Tipping-Point.html ) which discusses
eye-movement photography. I wonder how many famous directors ever use
such a thing.


Peter Hupalo
Thinking Like An Entrepreneur
http://www.thinkinglike.com




Received on Tue Apr 16 2002 - 00:10:01 CDT