Do You Believe In Brand Advertising?

Yesterday, I was talking with my business partners about the state of marketing communications today (yes, we’re that boring), and one partner made the astute observation that brand advertising is like religion–– you either believe in it, or you don’t.

Some people don’t believe brand advertising works anymore. It’s a dinosaur, dead, obsolete. They believe in science, the wonders of numbers–– metrics, measurements, and hard data.

These marketers think there must always be a stimulus-response mechanism. Or, they sincerely believe they can engage consumers on social media about their product or service and people will gladly spread the good word to others.

It’s a nice fantasy, and sometimes people will do what you want––if you have a truly unique and wonderful offering, or you give them an incentive, but the average human has better things to do than perform your marketing for you.

To bastardize Mark Twain, the reports of brand advertising’s death have been greatly exaggerated.

Yes, we’re beyond the shooting fish in the barrel days when there were only three networks and a handful of publications enabling a marketer to reach the mass of humanity.

Now, the media buffet is endless, and every day it seems the menu is expanded.

That said, smart and empathetic messages served to the right audience at the right time still have power. Brand advertising that gives people a good reason to consider a product on an emotional or rational level still works in the mass media.

And let’s face it, how many brands became famous without brand advertising?

Yes, sisters and brothers, listen as I preach from the pulpit. I ask you to believe, I WANT you to believe–– believe in the powers of brand advertising! Our industry is evolving, devolving, morphing before our very eyes, but do not underestimate the incredible powers of great brand advertising.

And if you’ll contribute to the collection plate going around, we’ll be happy to help you in your mission of spreading your word.