How advertising distorts brand marketing
7 responses to “How advertising distorts brand marketing”
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Advertising has shaped marketing by making The Proposition the holy grail of marketing strategy. That’s because you needed something with this level of focus to make a 30 second ad.
They also allowed basically identical brands to chisel out some point of (spurious) differentiation which they could then dramatise the life out of with 30 second theatre.
Propositions don’t work in social media because you can’t have a conversation from them – 30 seconds and you are done (useful when 30 seconds was all you had, pretty hopeless when you have to sustain a conversation). That’s why the basis of marketing in social media has to be the story (easy to drive conversations from, hard to tell in 30 seconds).
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[…] Brands breaking free from advertising | Open (minds, finds …6 hours ago by Antony Mayfield Only when television managed to emancipate itself from the economic construct of advertising was there a real emancipation of story. So said David Simon, […]
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[…] How advertising distorts brand marketing | Open (minds, finds …18 hours ago by Antony Mayfield Only when television managed to emancipate itself from the economic construct of advertising was there a real emancipation of story. So said David. […]
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[…] I was interested to read this post by Anthony Mayfield entitled “How advertising distorts brand marketing” and his corresponding slide show […]
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Dude. Great stuff. I’m sure you’ve read our stuff on this – e.g. this award winning article from last year…http://herd.typepad.com/herd_the_hidden_truth_abo/2008/11/free-gift-influence-and-how-things-really-spread.html
And my numerous blogposts on the subject for the last 2 years…(yawn)
Very pleased to have someone else raising the flag of evidence (vs. what we’d like to believe)
Yay!
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Thanks, Mark – I’d not read that post, but have read a lot of your work, which is brilliant. Should have, and will do, reference Herd und Herdmeister in future discussions around this topic, for sure…
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I think this is a great article along with the presentation, it reinforces the point that you are making with Social Media. How in affect anyone can be an influencer that is trusted within a group.
I have been working on SEO projects but have started to look at the value of Social Media on a brand.
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