100 years means nothing

I was watching a rare glimpse of AFL the other night and noticed a television commercial for a prominent builder. The key selling points addressed in this, and subsequent commercials I saw were: Age Quality I could not help but think how much of a waste the commercials were. It is my perception that the […]

I was watching a rare glimpse of AFL the other night and noticed a television commercial for a prominent builder. The key selling points addressed in this, and subsequent commercials I saw were: Age Quality I could not help but think how much of a waste the commercials were. It is my perception that the brand concerned has a good reputation and produces a good product. That perception is based on discussions with members of the group that own the brand. That said, I see no value in promoting the age of a business or boldly touting the quality of the product it produces. In my view such messages could have merit if packaged well but generally have no merit when communicated in advertising.   Certainly in my view promoting the age of this business and touting the quality of its product in this commercial was, in my view: Of…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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