HAVE A LOOK

Articles, presentations, info for your consideration, per our discussions:

 

The internet is fast becoming a ‘cesspool’ where false information thrives.

Speaking with an audience of magazine executives visiting the Google campus as part of their annual industry conference, he said their brands were increasingly important signals that content can be trusted. (via Forbes Jayson DeMers)

Brands are the solution, not the problem. 

Brands are how you sort out the cesspool.

Brand affinity is clearly hard wired.

It is so fundamental to human existence that it’s not going away. It must have a genetic component. (many sources)

And here is his take on word relationships from a recent earnings call via Aaron Walls and here:

Wouldn’t it be nice if Google understood the meaning of your phrase rather than just the words that are in that phrase? We have a lot of discoveries in that area that are going to roll out in the next little while.

In another article written by Sam McRoberts, McRoberts states:

To sum it up: if you aren’t a brand, and aren’t willing or able to turn your business into a brand, organic search is probably out of your reach (or will be in the not too distant future).

 

Google is, by far, the largest advertiser in the world ($50B) well ahead of Omnicom/Publicis ($22.7B) and the next highest ad firm WPP ($15.6B.) (via NYT Tanzina Vega – 2013)

 

 

  • What is a Brand? (and do you need a brand strategy consultant, or a graphic designer?)

 

 

 

 

  • Marketing Strategy – Three Models:  Aaker’s Brand Identity Planning Model, Interbrand’s Brand Equity Model, Young and Rubicam’s Brand Asset Valuator via Zanthus

 

 

 

 

 

 

  • Brand RelevanceDavid Aaker, Haas Professor Emeritus, Berkeley, describes a competitive strategy of developing innovative offerings that make competitors irrelevant.

 

 

  • Think Different Speech – Apple Co-founder Steve Jobs introducing the Think Different / Crazy Ones brand marketing campaign in 1997, youtube.
  • Read the speech: Values and Core Values –  “To me marketing is about values” – Steve Jobs’s return resulted in a turnaround for Apple starting with the introduction of the iMac in 1998.

 

 

Branding should both precede and underlie any marketing effort. Branding is not push, but pull. Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.
Branding is strategic. Marketing is tactical.
Marketing may contribute to a brand, but the brand is bigger than any particular marketing effort. The brand is what remains after the marketing has swept through the room. It’s what sticks in your mind associated with a product, service, or organization—whether or not, at that particular moment, you bought or did not buy.

 

 

  • Brand Awareness (familiarity) is a viable, albeit limited, marketing tool for influencing consumer decisions – Association for Consumer Research (Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preferences) – why “awareness” (advertising’s main component and one of the brand attributes) why awareness alone is not enough. we are aware of many brands we do not buy or hire.

 

 

Marketing will never produce an ROI because ROI is not what you think it is.

1. A pure definition of ROI is simple to quantify:
ROI = (Gain from the Investment -minus- Cost of Investment) / Cost of the Investment
The problem for marketing professionals is that marketing activity is not an investment. An investment is an asset that you purchase and place on your Balance Sheet. Like an office building or a computer system. It’s something you could sell later if you didn’t need it any more.
Marketing is an expense, and goes on the Profit & Loss Statement.
My point is, ROI is the wrong term.
2. The real measurement of marketing is comparing the Net Income (Revenue -minus- Expenses) by the Total Revenue generated. In other words, your Profit Margin.

 

By Advertising Agency, I was referring to a company whose primary mission is and has been to design, sell and place advertisements: Ogilvy, Y&R, Leo Burnett, et.al. I understand that many of these agencies have “branding” groups within their walls. Ogilvy, for one, has the well-respected Brand Integration Group.
By Brand Design firms, I meant those companies dedicated to corporate identity and/or packaging design: Landor, Interbrand, Wolff-Olins, Enterprise, etc. There are many more and some better than others. These companies generally don’t offer advertising services – either media buying or campaign creation, etc.

 

 

  • What happens when the traditional teenage quest for identity and connection occurs online? What happens when your consumers become your marketers?  Generation Like explores these questions in a 50 minutes documentary: FRONTLINE FEB 2014.

 

  • In The Persuaders, FRONTLINE NOV 2004. explores how the cultures of marketing and advertising have come to influence not only what Americans buy, but also how they view themselves and the world around them. The 90-minute documentary draws on a range of experts and observers of the advertising/marketing world, to examine how, in the words of one on-camera commentator, “the principal of democracy yields to the practice of demography,” as highly customized messages are delivered to a smaller segment of the market.
  • In the past, branding and advertising were elements of marketing. Today, marketing and advertising are part of the brand strategy, and it is the brand consultant who is most capable of guiding brand creation and stewardship. Brand is strategic — marketing and advertising are tactical.