Re: Online 2 offline and vice versa

From: Rob Frankel <rob_at_robfrankel.com>
Date: Tue 17 May 2005 09:34:18 -0500

Jeff Swan wrote thusly:

>My pov is that the hard switch is from any form of advertising to
>"marketing". The two jobs do not overlap very much.

SNIPPED

>When I was in undergrad, my Marketing professor passed out a sheet that
>outlined the job of a Brand Manager on one column and compared it to the job
>of Account Exec at an ad agency in the other column and really, the "fun"
>stuff was at the Ad Agency. The problem, of course, is that the Brand
>Manager or VP of Marketing is the Client, so the ad agency doesn't have
>autonomy, but the person with the autonomy doesn't have the time to focus on
>the advertising and is by definition more of a nuts and bolts guy, not a
>creative promotional person.

Yup. You have no idea how much clean up work I have to do for
clients who got ripped off by ex-advertising or design people who
decided to call themselves "branding people," in exactly the same
manner.

Most folks don't realize that a client Brand Manager is really more
of a brand caretaker, not a strategist, maintaining and overseeing
the existing operation for the brand in the marketplace, particularly
at retail.

An ad agency account executive has a completely different agenda:
making sure that the agency's recommendations are suitable and
successful. And yes, keeping the client's billings are way up there,
too.

What I tell clients is that advertising's job is to raise the brand's
awareness. Marketing is to find out to whom you should raise that
awareness. Branding is developing the message that conveys how the
brand is the "only solution to the problem,".

If you don't create the brand strategy first, there's little point in
developing the other two.
--
Rob Frankel, "Yes, I really do turn users into evangelists for your brand."
Branding Expert http://www.RobFrankel.com
Yes, there's an RSS feed blog, if you can handle it:
http://robfrankel.blogspot.com




Received on Tue May 17 2005 - 09:34:18 CDT