Sign in
  • Home
  • Contact
  • About
  • Process & Pricing
Sign in
Welcome!Log into your account
Forgot your password?
Password recovery
Recover your password
Search
Sign in
Welcome! Log into your account
Forgot your password? Get help
Password recovery
Recover your password
A password will be e-mailed to you.
Brand Strategy. Steve Poppe, Founder.
  • Home
  • Contact
  • About
  • Process & Pricing

Branding is Becoming Disenfranchised.

By
Steve Poppe
-
November 6, 2009
584
0

Brand planners must view the world over time. We know the media will change, but the core selling ideas shouldn’t. The recession has been in full force now for a year and a half and marketers have been enthralled by doing the same with less. We’ve taken to the Web in the hope that pay-per-click will move merch while saving TV and print dollars. We’ve gone to conferences (not many), attended webinars, and followed social media experts who have told us to stop managing our brands and let the consumers do it. If we really listen, they say, we’ll be able to fine-tune our products and how we sell them.

Media channel is pitted against media channel and it would seem that the new media is winning. Marketers now have more selling silos then ever – all fighting for a part of the budget – and their agencies sit at the table with their own strategy person. The digital account planner sits next to the ad agency account planner, who sits by the direct response planner. It’s McCrazy.

The biggest new product launch in a good while is the Droid. I think it’s a Verizon product, but it may be Motorola. No, definitely Verizon. The email idea is “Droid Does” but the teaser TV spot’s are not about that. The TV is brilliant, absolutely riveting (McGarry Bowen), but it lacks an idea other than “coming” and “futuristic.”

Branding has become disenfranchised from marketing. Though we can now test tactics with greater accuracy, we’re collectively getting sloppy with brand management.

As a planner I always refer to the power of an idea as defined by day-after-recall testing. When you see an ad or selling communication on a Tuesday what will you remember about it on Wednesday? The picture? The color? Or the selling idea?

When the ANA meets next year and looks back on 2009 and members are asked “What were some of the biggest branding ideas of the past year?” I surely hope they don’t answer Twitter. Peace!

Share on FacebookShare on TwitterShare on Linkedin
  • TAGS
  • Account Planning
  • ANA
  • association of national advertisers
  • Brand Planning
  • Droid
  • McGarry Bowen
  • motorola
  • twitter
  • Verizon
  • whatstheidea. whats the idea
Previous articleHSBC, On The Right RAQ.
Next articleBrand Spanking and Ruby Tuesday
Steve Poppe

RELATED ARTICLESMORE FROM AUTHOR

Marketing

Things We Remember.

Marketing

Proof or Poof.

Marketing

Experience, the Forgotten Branding Tool.

Recent Posts

  • Brand Positive
  • Benefit-Shoveling.
  • Bennies.
  • Chicken or egg?
  • A Little Stand-Up.
  • Creativity and Brand Strategy
  • AAdvantage. Not!
  • Things We Remember.
  • Working With Creatives.
  • Proof or Poof.
  • Follow The Money.
  • Marko-babble Revisited.

Archives

Categories

  • 3 Ps
  • Account Planning
  • Advertising
  • advertising technology
  • anthropology
  • Apple
  • artificial intelligence
  • authenticity
  • automobile marketing
  • B2B marketing
  • Bank Marketing
  • Behavioral targeting
  • benefit shoveling
  • Beverage marketing
  • beyond the dashboard
  • beyond the dashboard planning
  • Big Data in Marketing
  • binary brand strategy
  • boil down
  • boilerplate
  • brand agenda
  • brand bank
  • brand brief
  • Brand builders
  • brand building
  • brand claim
  • brand craft
  • Brand Design
  • brand discovery
  • Brand Engineering
  • brand experience
  • brand idea
  • brand journalism
  • brand love
  • Brand Management
  • Brand Names
  • brand persuasion
  • brand planks
  • Brand Planning
  • brand planning insights
  • brand planning tips
  • Brand Planning Tools
  • brand prepping
  • brand research
  • brand science
  • Brand Strategy
  • brand strategy adherence
  • brand strategy compliance
  • brand strategy consultancy
  • Brand strategy definition
  • brand strategy discovery
  • brand strategy examples
  • brand strategy framework
  • brand strategy hacks
  • brand strategy tarot cards
  • brand strategy tips
  • brand strategy tools
  • brand syllabus
  • brand transformation
  • Brand value
  • brand-babble
  • branding
  • Brands
  • Business development
  • Business Planning
  • business strategy
  • care-abouts and goood-ats
  • claim and proof
  • claim and proof array
  • CMO Tenure
  • coca-cola brand strategy
  • Coke marketing
  • cold calling
  • Communications
  • Communications Planning
  • consumer care-abouts and brand good-ats
  • consumer insights
  • Content Creation
  • Content Marketing
  • content strategy
  • context in brand planning
  • copywriting
  • craft ecomony
  • creating bias in branding
  • Creative briefs
  • creativity
  • crm
  • Customer care
  • Deeds
  • DEI
  • Design
  • digital advertising
  • Digital Marketing
  • Digital Measurement
  • Digital media
  • Digital promotion
  • Digital Publishing
  • Digital Strategy
  • ecommerce
  • education
  • endemic benefits
  • Engagement
  • engagement planning
  • engineering preference
  • examples of great brand strategy
  • Experiential marketing
  • experiential research
  • Facebook Marketing
  • Fast Food Marketing
  • Fast Twitch Media
  • Featured Articles
  • Financial advertising
  • free day of planning
  • fruit cocktail effect
  • future fridays
  • future of work
  • Game Marketing
  • good-ats and care-abouts
  • Google
  • Green tech marketing
  • health care branding
  • healthcare branding
  • Healthcare Marketing
  • Idea Audit
  • Image Advertising
  • Innovation
  • insights
  • Integrated marketing
  • Integration
  • Intentional marketing
  • Internet of things
  • Is-Does
  • Leadership
  • logos
  • Loyalty marketing
  • market research
  • Marketing
  • marketing analytics
  • Marketing during corona virus
  • Marketing hacks
  • marketing plan
  • marketing predictions
  • Marketing Strategy
  • marketing tactics
  • marketing trend
  • master brand
  • master brand strategy
  • memes
  • messaging
  • Microsoft
  • Mobile Marketing
  • modeling marketing
  • Monetizing social media
  • naming
  • Negative Branding
  • networking
  • New product launch
  • Newspaper
  • one claim three proof planks
  • organizing principle for product experience and messaging
  • paper brand strategy
  • Pent-up demand
  • Performance marketing
  • personal branding
  • planner's prayer
  • poetry in planning
  • political branding
  • posters vs. pasters
  • pr
  • Pregnant context
  • presentations
  • Privacy
  • Product design
  • Promotion
  • proof
  • proof planks
  • purpose driven brands
  • QR Code
  • rebranding
  • Recruitment
  • remediation economy
  • reputation management
  • research hacks
  • restaurant branding
  • retail advertising
  • retail branding
  • Retail Marketing
  • Return on strategy
  • Sales Strategy
  • Sales training
  • Sampling
  • Search
  • search engine hacks
  • segmentation
  • SEO
  • service company brand strategy
  • Social Marketing
  • Social Media
  • Social Media
  • Social networking
  • Sports marketing
  • startup marketing
  • steve@whatstheidea.com
  • Storytelling
  • Strategic Planning
  • tactics-palooza
  • taglines
  • targeting
  • Technology Marketing
  • Transmedia
  • Trends
  • Twitch Point Planning
  • twitter
  • User Experience
  • Video advertising
  • Wearable technology
  • web strategy
  • Website marketing
  • Yahoo
March 2023
M T W T F S S
« Feb    
 12345
6789101112
13141516171819
20212223242526
2728293031  
© Newsmag WordPress Theme by TagDiv
MORE STORIES

Microsoft Bing’s Two Branding Campaigns

Steve Poppe - July 14, 2009
0
 Microsoft's Bing ads are chasing down two ideas. Both are pretty strong but since they are executed together they both lose power and become watered down.  The...