I read an interesting article yesterday that I thought I would share that says, in our high technology world, we are more concerned with getting information out quickly rather than correctly.
On the surface of it, I agree completely. In the case of advertising, the craft of it has died somewhere along the way, and the meaning in advertising has been become either so vanilla it’s easy to ignore or so over the top that the message is lost.
However, good craft can only take place under the umbrella of good strategy. Has the persuasive quality of advertising declined? Absolutely, but advertising can only be as good as the foundation it is built on and far too many companies today are not shoring up their foundations.
As the author suggests, there has been a mad rush to utilize new technology in advertising (i.e., Twitter and such). But there is a tendency to put your head down and not look at exactly where you are going when you are rushing. Once the rush has stopped, there’s a realization that you did not end up where you thought you would.
So let me clarify my earlier statement. The craft of advertising has not died, the craft of strategy has. When you look at what many marketers consider “brands” today you really see the demise of strategy.
Most companies do not want a real brand because that would mean actually standing for something beyond the base values of their industries. Rather, they want an advertising tag line – an often non-strategic asset that does not allow advertising to be simple, worth repeating or authentic, as the author suggests.
Being thoughtful and relevant can only happen if there is actually something to be thoughtful and relevant about. And that starts with a brand’s strategy.