Is advertising any better with newer technology?
Tom Dougherty, CEO – Stealing Share
24 June 2013
Not if you don’t have the strategy first
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.
“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.”
However, good craft can only take place under the umbrella of good strategy. Has the persuasive quality of advertising declined? Absolutely, but it 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 ignore 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 a tagline – 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.
State Farm Advertising Tom Dougherty, CEO - Stealing Share 18 September 2019 The new State Farm advertising makes no sense There is some bad advertising and then there is State Farm advertising with Patrick Mahomes and Aaron Rodgers. The ad makes no...
Retail branding Tom Dougherty, CEO - Stealing Share 17 September 2019 The irony of much of today’s retail branding Here’s an example of irony in retail branding. Cost Plus World Market, or as we generally coin it, “World Market,” stands at the peak of my...
Rebranding basics Tom Dougherty, CEO - Stealing Share 16 September 2019 Ignore rebranding basics and you end up with the expected Even after all these decades of marketers discussing their profession, I still don’t understand how so many of them get...