We’ve never had anything like Superbowl advertising in this country. In the US, the four-hour finale of the American football season is as much about watching the ads as the contest itself. Every American brand aspires to be part of the biggest annual event in marketing.
You’d have thought social media departments would have learned their lesson by now. Whenever you run a Twitter campaign that asks consumers to complete the sentence “I love Brand X because…”, all it usually achieves is an avalanche of eager piss-taking from bored consumers keen to offer their mates a giggle and give marketers the kicking that they are deemed to deserve.
I cannot confess to knowing much about the boy band One Direction except that my niece, Amy, is very keen on them. I know this because every time I call them One Dimension she corrects me with the kind of sigh that only a 10-year-old girl can emit.
‘On a human level, the film is a scorching and emotive experience. For marketers there is an extra level of interest.’
Interesting times at Facebook. It filed for an IPO last month, which means the company is well on its way to listing on the New York Stock Exchange and a lot of Facebook employees are about to become multimillionaires. On the down side, however, the company must now report publicly on its performance to potential investors.
In the past decade, several big consumer brands – in particular Stella Artois, Cadbury and Guinness – lost sight of the priority of branding over communications. Put simply, the advertising tail began to wag the branding dog to the detriment of long-term brand equity. I highlight Stella, Cadbury and Guinness because their loss of direction […]
There are two ways to develop a communication campaign. You can start with your brand strategy and let that guide your choice of communications, or you can start with a communications campaign and retrofit your brand around it.