Advertising does nothing for your brand.
Okay, now that I have your attention – my point is that all too often people get snookered into buying a “branding” service that is nothing more than advertising. And, the two things aren’t the same. Advertising can reinforce your brand, but it can’t create it and it most definitely isn’t the brand itself. (Examples of hugely successful companies that established a brand without any advertising – Starbucks, Google, Amazon. Up and comers – Flickr for one – fun, funky and making a big splash without any traditional advertising.)
My blogging bud, Michael Wagner sums it all up nicely, with real-world examples, with Want to be interesting? Be Interested! and Brand Ownership and the Young Professional (love your “hardening of the category” line, Michael. Wish I’d said it.)
And – oh yes, Michael is interesting, so drop by his blog, own your brand and sit a spell. (He also writes short, to-the-point posts, for those of who are short on time.)
P.S. If you’re a small company, you probably can’t even afford effective advertising – so stop it. Spend the money on something that will get results, like better customer service, employee benefits or community support.
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Sweeping generalities almost never make sense. Why is it that we assume there’s a one-fits-all answer like the perfect advertising campaign? (Or, I have a branding coach, so all is well. Excuse me, I digress.)
We’re seldom encouraged to think through branding, advertising, marketing. Quick answers are revered in today’s world. Guess why? Target communications, asking the right questions, planning strategies…those are basic, boring; they take time; there are no guaranteed answers.
So bore somebody. Advertise. Think it through first. All the way through. I’m a ready, aim, fire proponent. Get it right the first time.
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