NONE: ONLINE-ADS>> _at_d.Tech.Chicago: 5/19/98 - Report #3
ONLINE-ADS>> _at_d.Tech.Chicago: 5/19/98 - Report #3
richard_at_tenagra.com
Tue, 19 May 1998 10:18:33 -0500 (CDT)
_at_d.Tech.Chicago
Report 3
May 19, 1998
This is the third in a series of 10 reports from Richard Hoy, who
covered _at_d.Tech.Chicago. You will receive these reports in addition
to your normal Online Ads posts/digests.
This coverage is archived at:
http://www.o-a.com/adtech.Chicago/adtechChig-archive.html
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This conference coverage is generously underwritten by:
AdKnowledge makes planning, placing and tracking web advertising easy.
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AdKnowledge. Find out how to automate the entire web advertising
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<MODERATOR's NOTE>
CORRECTION
In the first and second reports I filed about _at_d.Tech.Chicago
I mistakenly reported that Pentacom represents General Motors.
That is not correct. Pentacom represents Chrysler.
thanks, - richard
</MODERATOR's NOTE>
TYING THE BRAND GLOBALLY THROUGH NEW AND TRADITIONAL MEDIA
Delivered by:
Robert Perkins, Executive Vice President, Marketing and
Corporate Development, Playboy Enterprises.
A company has similar problems when it decides to move its
brand from one market to another. First, the transition
needs to be done in a manner that translates into
profitability. Second, the transition needs to preserve the
brand's consistency.
Playboy has made such transitions many times. Robert
Perkins, executive vice president of marketing and corporate
development for Playboy Enterprises, gave Playboy's history
of doing such deals, including its transition into
cyberspace.
Robert pointed out that transitioning a brand is far from
easy.
"The transition from a magazine to a television network, or
from television to an online network is exceptionally
difficult," he said.
To prove his point, Robert cited a few examples. In the
world of music, Rolling Stone magazine dominates the print
world, yet in that same business MTV dominates the
television medium. And in the world of sports, Sports
Illustrated is the king in print, yet ESPN dominates
television. These examples prove that a successful brand in
one market doesn't automatically translate into success in
others.
So how do you do it successfully? Robert told the audience a
great story about Christopher Columbus that illustrated the
two key ingredients necessary for successful brand
extension.
When Columbus was planning his trip to India, he had to
estimate how many days of fresh water he would need. His
estimates fell woefully short of what would have been
necessary to make it to India had he not run into the New
World. But because he did run into the New World, Columbus
looked like a genius.
"There is no substitute for luck. That is the first lesson
Columbus teaches us," Robert said.
The second lesson is vision. It took Columbus seven years to
get funding for his trip. And he got it because he was
persistent in articulating his vision.
"You gotta have a vision, and you gotta have some luck,"
Robert said.
Playboy's vision, or more accurately Hugh Hefner's vision,
is that Playboy is not a magazine, but a brand that stands
for a lifestyle and a philosophy. And that is ultimately
what a brand is - the emotional bond consumers have with a
product.
"The key to taking the Playboy brand into different
countries and to taking it into different media has been
that we've always viewed ourselves first and foremost as a
brand company, not a magazine company," Robert said. "We
didn't say 'We sell a magazine,' we said 'We sell an
approach to life through a magazine."
This ends the third report of _at_d.Tech.Chicago. Stay tuned for more
in-depth session analysis.
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----------------------------------------------------------------------
This conference coverage is generously underwritten by:
AdKnowledge makes planning, placing and tracking web advertising easy.
If the web spells chaos to you when it comes to developing a web media
plan, it's time to check out MarketMatch Pro and SmartBanner from
AdKnowledge. Find out how to automate the entire web advertising
process from pre-planning to billing and everything in between. Gain
control over your campaigns with a single point of contact. Save time
and money with the experience and know-how of AdKnowledge. Contact us
today!
Info_at_adknowledge.com 1-800-286-6778 http://www.adknowledge.com/
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