Comments on: "Brands don’t work the way they used to"

By: Laurent Haug’s blog » Blog Archive » Brands

Laurent Haug’s blog » Blog Archive » Brands — Thu, 09 Aug 2007 14:46:35 +0000

[...] Source: Customer Experience Crossroads: Eisenberg on the future of marketing (via Colin Henderson) [...]

By: Michael Seaton

Michael Seaton — Fri, 20 Apr 2007 03:33:34 +0000

Brands have been democratized. Today a brand must demonstrate it’s worth by creating experiences that resonate with consumers. The days of advertising in order to establish credibility are over (thank goodness). Awareness no longer equals credibility. Brands are learning hard lessons about how to earn loyalty by delivering real experiences that can spread via word of mouth. That is the only way to succeed in this new brand world.

Colin, sorry to have missed your session at net.Finance. I heard it was great!

By: Colin

Colin — Wed, 18 Apr 2007 03:03:06 +0000

@Nishad …. thanks for that “briung us back to reality comment”. I still wonder though about the effectiveness of mass media, and the comment that struck me was about the fact of new brands not being created through mass media.

Whats your take on the new ones, such as Tata and Infosys which are global now.

By: icontract

icontract — Wed, 18 Apr 2007 02:13:02 +0000

Colin

Out here in India, Mass media still continues to build brands. Yes the clutter and the costs of doing so have grown exponentially, but large marketers and others continue to use television and print media to successfully launch their products.

By: Ed Terpening

Ed Terpening — Tue, 17 Apr 2007 16:13:36 +0000

Clearly, mass-media marketing is less effective in the US than ever (not true in some countries). personally, I think this is a really good thing as brands need to rise or fall based on the “basics”, ie, great products, great experiences, great value. I didn’t take a marketing position until recently in my career, as the position/focus was completely customer-centric (social media).

By: Colin

Colin — Tue, 17 Apr 2007 14:03:31 +0000

@Ron … I think Jeffrey is agreeing with you, but going further to state that mass media alone won’t make a new brand. We can extrapolate from that, to note that traditional marketing methodologies also won’t work in creating a brand. Not earth shattering but when I look at the agencies and how they work, they have a long way to go.

By: rshevlin

rshevlin — Tue, 17 Apr 2007 13:47:33 +0000

Can you name a major brand in the decade before the last one that was created primarily through advertising?

It’s not that “marketing” doesn’t work the way it used to, it’s that “mass media advertising” has competition (e.g., other channels and points of influence) for influencing consumers’ perceptions.

Sorry to disagree, but I hardly find this a “profound” statement.