December 14, 2007

BRANDWEEK | Essay Archive

Brandweek_essay_archive

This is a collection of infrequent essays BRANDWEEK is publishing online. With these essays, I plan to concentrate on marketing matters related to branding from the inside/out as opposed to the outside/in. I refer to this as Meaningful Marketing.

Meaningful Marketing is about designing marketing activities to deliver on the vision of the business all the while being smart, savvy, and authentic. It’s about treating consumers as being everyday explorers who seek to be interesting and interested. It’s about building preference more than awareness … about going beyond capturing customer attention to garnering customer intention. And it’s about spending advertising dollars on making better products and better customer/employee experiences and not necessarily on making funnier television commercials.

This ain’t the sexiest way to build a brand, but it is a proven way to build a brand that is both endearing and enduring.


Advertising Without Taglines | Dec. 13, 2007
The formula for advertising is a lot like stand-up comedy. A brand’s advertising consists of a setup and then closes with a tagline. What if there were no taglines in advertising? What if we didn’t feel the need to sum up all of a brand’s reason for existing in a soundbite?
*** READ ESSAY ***


Pick-Up Lines Don't Work | Dec. 18, 2007
Customers reject pick-up lines from companies, just like women will reject pick-up lines from guys. Pick-up lines don’t work. They might get a customer’s attention for a nano-second, which is just long enough for a customer to see through the ploy in order to reject a brand’s unwanted advances.
*** READ ESSAY ***


Meatball Marketing | Jan. 7, 2008
In his newest marketing book, MEATBALL SUNDAE, Seth Godin updates the Reese’s Peanut Butter Cup commercial scenario with Old Marketing as one flavor and New Marketing as another flavor. However, unlike the chocolate and peanut butter combination, the haphazard combination of Old Marketing with New Marketing is a case where two marketing tastes DO NOT taste great together.
*** READ ESSAY ***