The objective of advertising and marketing is to sell product. Period. Both have absolutely zero business value outside of their ability to move consumers to buy. More frequently than you'd think, ad agencies get caught - essentially - running in place. They come up with admittedly great creative ideas designed to catch one's eye, create a laugh, or otherwise pierce through the veil of consumer awareness.…
Added by Michael B. Moore on February 14, 2011 at 1:00pm —
There is so much that can be said about creating good advertising that, often, someone looking for guidance can be overwhelmed by it all and not know where to start. I've simplified 20+ years of experience, both from the client side and as an adviser to companies, down to the five most important drivers of good advertising.
Added by Michael B. Moore on September 12, 2010 at 7:00pm —
Or, so says Forrester.
Forrester is about to release a report next week calling for a radical shift in the role of the "traditional" Brand Manager. Bottom line, the report advocates for a reorganization and refocus of marketing organizations from "brand management" to "brand advocates" as a response to the onset of the digital age, consumer fragmentation and the rapidly changing marketplace. Clearly, an extremely important dialogue for… Continue
Added by Ted L Simon on October 12, 2009 at 1:54pm —
One of my home town baseball teams, the Chicago White Sox, was described during the 1983 season by Doug Rader, manager of the Texas Rangers, as "Winning Ugly". He was trying to dismiss the White Sox style of play which emphasized a kind of scrappiness and bull headed determination rather than consistently good hitting or pitching.
Although I am not, strictly speaking, a White Sox fan, (I live on the north side of the city) I have always appreciated the way this phrase, "winning… Continue
Added by Gunnar Branson on October 12, 2009 at 12:27pm —
I was riding behind a new Buick today and thought about the car and the brand. Big difference. I'm not sure what model it was, but from the back the lines of the car looked quite nice. It came across like a sleek, European sport sedan - definitely a nice look. What crashed it back to Earth for me, though, was the rather large Buick logo/crest on the back. it was definitely a downer - reeking of old, stale, tired, out of date cars that my grandfather might have driven in his youth! :-)… Continue
Added by Michael B. Moore on October 9, 2009 at 9:00pm —
To pick up from the previous post, we are all motivated by the goal for self actualization, but self-actualization can only be achieved after we have met our "social needs" and "esteem needs". Social needs refer to our desire to belong, to have friends, to be in a group, to have community. Esteem needs refer to our desire for self identity, self respect, and independence from a group. Group identity vs self identity. The emotional benefit of any brand "ladders" up to these higher order… Continue
Added by DavidCrace on October 7, 2009 at 9:49pm —
Communication is a central part of managing companies, of persuading markets or of leading governments. However, when people talk about communication, they often seem to be missing out on what the word actually means.
Inside organizations, when an individual or small group comes up with an idea, innovation, or plan of action, they hone it, make sure that they have worked out how best to make it work, how best to implement. Then, when the plans are all in place, they decide to… Continue
Added by Gunnar Branson on October 6, 2009 at 10:24pm —
Since we're so new, I'm sure some of you may be trying to figure out The Brand Farm; how to use it, what it can do for you, how it complements your other marketing and social media efforts etc. Here's what I'd offer:
Twitter is a great place for short interactions - quickly reaching out to new people and passing the word about things you have going on in your career and life.
Facebook, for most, is a great place to connect with friends and colleagues, or to create a fan… Continue
Added by Michael B. Moore on October 5, 2009 at 10:30am —
Brand builders continue to primarily rely on Maslow’s Hierarchy of Needs as a conceptual framework for understanding the motivation of their consumers. In a nutshell, this model proposes that all emotional needs “ladder up” to our ultimate pursuit for self actualization. Read more here
A fair amount of academic debate continues on what the hierarchy looks like after physiological needs are met.… Continue
Added by DavidCrace on October 1, 2009 at 7:03am —
When consumers interact with a brand, there is an emotional consequence. Brand failure, even in the most insignificant categories, can cause frustration, anger, even embarrassment. Brand success can lift spirits and turn a bad day around. What’s interesting is these emotional consequences are often not just directed at the brand, but at the user. Ever felt like a sucker for buying a brand? Ever felt more confident about yourself when using a brand?
As a brand builder, the goal is to… Continue
Added by DavidCrace on September 25, 2009 at 7:30pm —
Change is really hard.
Whenever one considers changing a system – even if it’s to innovate and improve that system, there are always a number of good reasons to avoid the change altogether and keep things as they are. Is it worth the effort, the risk and the cost to change something that works now? Will the old way be missed? Will something valuable be lost if there is change? These are all legitimate and often used questions that can and occasionally should stop… Continue
Added by Gunnar Branson on September 24, 2009 at 6:54pm —
When evaluating performance, marketers often make two mistakes: (1) relying solely on technical testing to evaluate performance & (2) too narrowly defining the performance window.
Most marketers trying to make a superiority claim end up spending an inordinate amount of time with their legal department. The legal department requires technical proof that a product performs significantly better on a performance dimension (e.g., cleans better) than competition. Elaborate test are… Continue
Added by DavidCrace on September 22, 2009 at 8:21pm —
It seems that everyone is having trust issues these days (see WMD's, Healthcare, baseball players and steroids, etc.). So, why should Brands be an exception?
The BusinessWeek.com article on The Great Trust Offensive
(from their 100 Top Brands issue) highlights that Brands are indeed no exception.
But, I ask: is this news? Not to me. Trust is absolutely core to the… Continue
Added by Ted L Simon on September 21, 2009 at 10:33am —
Consumers make choices. Either consciously or sub-conciously, before they use your brand, they consider their options.
And let's be clear, this isn't just about purchase, it's about use. Once they buy, they still have to decide to use. And this is important because it's only after use that they can reward you with...repurchase.
Stories of brands that failed to understand their competitive set are legion. Oh most of us understand the core-category competitive set (who is… Continue
Added by DavidCrace on September 18, 2009 at 9:23pm —
Unlike Seinfeld (the show about nothing) brands are about something. To have value, they must have benefit. Ultimately, the consumer asks, "What's this do for me?"
Brands deliver functional and emotional benefits to their users. Both are essential, but I believe the functional benefit is precedent in brand building. Everything else builds on this decision and no amount of marketing overcomes a mistake in this area.
Brands exist inside competitive sets or categories, and… Continue
Added by DavidCrace on September 17, 2009 at 7:26am —
As an intellectually curious person, I have always gravitated toward dialog and interaction about things of interest to me. Professionally, since my days at Kraft and Coke, that has brought me to content about all aspects of brand marketing, consumer behavior, marketing, corporate strategy, etc.
Online today there are a variety of blogs out there, many by people who are quite accomplished and who "know their stuff". The problem is - I sometimes feel uncomfortable, essentially,… Continue
Added by Michael B. Moore on September 7, 2009 at 9:00pm —