Friday 13 November 2009

My Brand.

I keep reading articles and stories regarding the shift in control from brand owners to the consumer and how the internet has facilitated the change. Yer sure brand owners should start to re-consider their intellectual property and how they can leverage this to maximise their marketing efforts, but I just don't agree with those who comment on how the internet has shifted control over brands.

A brand is held within the mind of the consumer, this is the way brands are constructed. What the digital age has done is to publicise this construction of brand meaning and allow this to be shared with others.

Wednesday 11 November 2009

Present to Persuade.

Just seen this fantastic video about presenting. If you haven't seen Steve Jobs present, this is golden. Courtesy of Fallon Planning.

Present to Persuade.

Monday 2 November 2009

Why Compare?

I was flicking through the newspaper today when I saw an ad for M&S food comparing their prices to those of waitrose essentials range. The pictures looked very appealing and the huge copy said that they were price checked against waitrose so I was expecting to read further and find the prices cheaper. Instead, the food was exactly the same price. What is the point in creating a price-comparison ad unless your product is cheaper, it does not work if they are the same price.



I'm guessing the purpose of the ad was to justify the quality of the M&S food compared to the Waitrose essentials range, without enhancing the price tag which it does do. However, the framing of the message as a price-comparison makes consumers automatically think about price first and when the prices are the same, what could have been a compelling proposition, seems to fall short.