The worst thing that happened to marketing was when branding became a verb.
roger lewis | 04.02.08 - 10:29 am | #

The over dependence on "branding" isn't helped by somewhat out of touch "gurus" continuing to huck outmoded theories of its central importance to long term success as serendipitously I have just written about here. http://freedompictures.ca/2008/0...wots-inna-name/ he
simon billing | Homepage | 04.02.08 - 11:19 am | #

Roger,

Actually, the worst thing that happened to marketing was when someone invented the focus group, but the next worst thing was when branding became a verb.

TAC
ad contrarian | Homepage | 04.02.08 - 8:32 pm | #

Simon,

The ad industry has a huge vested interest in exaggerating the importance of branding. "Branding" is so much more pleasant than "selling." And so much more respectable.

TAC
the ad contrarian | Homepage | 04.02.08 - 8:35 pm | #

Glad you're getting that bogiquette thing down.

Oh to have someone to respond to. I just want a good old fashioned argument.
simon billing | Homepage | 04.02.08 - 10:43 pm | #

Yeah, it's amazing that in a supposedly interactive medium how so few people are willing to interact.
the ad contrarian | Homepage | 04.02.08 - 11:34 pm | #

As you thought, I will rise to the bait of the value of focus groups. I think one of the reasons there is so much bad advertising is that today's agencies do not feel a need to understand who they are talking to with their ads. The basic tenet that you must listen to your customer before you talk to them still stands. Focus groups provide this opportunity if used correctly.

Roger
roger lewis | 04.03.08 - 8:23 am | #

Ad Contrarian,

I completely agree - branding is the byproduct. With your permission I'd like to reprint your quote on brands above on the Accidental Branding blog. And if you e-mail me directly I'll be happy to send you a copy of the book which is in print now.

David
David Vinjamuri | Homepage | 05.08.08 - 10:28 am | #