Articles in recent advertising journals and blogs on the subject of common brand problems serve as a reminder of the importance of fundamentals. At the top of the list of issues often appears something like, “No one in the organization has a solid understanding of the brand's consumers or their needs.
For those who wonder (and worry) about the influence of branding on business performance…the Blake Project article in the link below provides an impressive listing of many studies on this important subject. We see studies from time to time, but seeing all of them in one listing is truly impressive!
Debra Giampoli’s perspectives and advice on the agency selection process expresses perhaps the most sensible approach for all involved. In a “perfect world” it would make great required reading for all client communications managers as well as agency managers. It’s truly amazing how prevalent the old “go to” process she discusses is still in play…and how people really think a “magic bullet” will result. Realistically, the difficulty of changing client attitudes and practices in this arena probably approaches the level of “turning a battleship with your bare hands.” However, we should keep trying. It’s a crusade wherein all parties win by employing better practices. http://www.trinityp3.com/2014/08/creative-agency-shoot-out-selection-process/
In today’s world, the media options available for marketing messages are overwhelming in number. And, it seems that there’s a “hot new thing” popping up almost weekly that adds to the complexity when trying to make the right media choices for your product or service.
Many marketers today experience the bulk of their interaction with new customers online. But getting them to your online location often requires the careful integration of traditional and digital media...
BRAVO to Kellogg, Nielsen Catalina and CBS for their work to measure the longer-term effect of advertising…which many have come to doubt. While the study is obviously limited to this one product category and medium, it sends a powerful message that media fragmentation and social media have not diminished the power of good stories, well told...in traditional media. Let’s hope they expand their studies in terms of product/service groups and media. http://adage.com/article/cmo-strategy/study-finds-long-term-ad-effects-strong/293636/