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February 16, 2007
Branding and advertising
And from Marc Gobé - Why Advertisers Still Don't Get It - on the BusinessWeek Innovation blog:
It's the Product, Stupid
Understanding what the consumers want and bringing solutions that will inspire them is the most powerful way to support any business strategy. Putting consumers and the product at the center of the equation is fundamental to a brand's success. Design then becomes the message and the advertising, as it's proof of a company's commitment to people and to innovation.
A relevant and well-designed product will make its way into the world, will be spun across the blogosphere, will be sought after and endorsed in the most emotional fashion as a reward. Indeed, advertising needs brands more than the brands need advertising. When the commercial becomes more popular than the product, you really have a problem—not least that it doesn't serve your brand long-term.
In Apple's strategy, the product is the message and the only topic of the conversation. Similarly, the new Target drug packaging is the most talked about idea in the retail world at the moment, while Absolut Vodka is its own super-model. You buy a BMW because it's a great experience. You wear Crocs because they make your feet happy, and you relish the culturally colorful American Apparel brand—the approach is valid for small and big companies.
Sounds right to me.
Posted by Ken Jarboe at February 16, 2007 10:47 AM
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