Is Branding Dead?

Posted on

MCKAY ADVERTISING + ACTIVATION

Is Branding Dead?

Marketers want efficient media spend, so why does  TV have the lion’s share of advertising dollars in the US? Measuring a TV spot’s effectiveness is a little like a craps shoot, isn’t it?

The runner-up in ad spend is online advertising, which is extremely effective at measurement and tracking.

James Zhao writes that “what matters is not the absolute amount of spend, but the ratio of consumer attention. As the Internet eclipses TV in consumer attention, the advertising budgets will follow.”

“Anyone and everyone who works in advertising knows the famous John Wanamaker adage: ‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half.’”

 

FROM RADIO ERA TO THE INTERNET AGE

JR Little, strategy director, Carat Global Management recently wrote that he realized branding was indeed dead and advertising was wasteful after “15 years of trying to be more than logos and taglines in both advertising and branding agencies.”

“Traditional strategic communications ways of working should be rethought and reversed by putting media and tech relationships first,” he added. “Those agencies and clients that embrace the disruption first, will stand out and prosper — without a keen knowledge of the consumers’ media and technology behaviors, an agency has no ability to design a useful experience.”

Little says the strategic communications industry was designed to serve a communications environment that doesn’t exist anymore.

“TV, print, and in-store environments are not the centre of a user’s experience,” he wrote. “As a matter of fact, the user experience has become a fragmented one where different devices compete for the user’s attention and the user’s attention span gradually decreases.” He proposes rethinking and reversing the ways of working.

Traditionally, branding agencies develop poetic ideas expressed in visuals and words, but they are often too esoteric and hard to apply to the real world.

Mood boards. Brand essence. Huh?

Traditional agencies then interpret the brand work for more immediate communications needs and business goals (taglines and the “big idea”). Finally, the media agency would be asked to simply buy the right spots on the cheap to show up in front of the consumer.

“This one-way communications model and flow of work was highly effective when traditional TV, print and in-store environments were important consumer touch points, but those days are long gone. Today, content that is shared in real-time across tech is critical.”

He concludes that, the internal flow of work should be flipped from brand-ad-media to media-ad-brand.

“Understanding your consumers’ world, deeper motivations and daily behaviours should be the start,” Little writes, “not the end.”

So what will you do? And will you make sure your agency is giving you clear ROI and maximum data? With measurable marketing and ROI now taking center stage more than ever, it begs the question — is traditional branding dead?

Chime in by leaving a comment, shooting me an email or giving me a call at the office. I would love to hear your thoughts.

[gravityform id="14" title="false" description="false"]
<div class='gf_browser_unknown gform_wrapper' id='gform_wrapper_14' ><form method='post' enctype='multipart/form-data' id='gform_14' action='/blog/is-branding-dead/'> <div class='gform_body'><ul id='gform_fields_14' class='gform_fields top_label form_sublabel_below description_below'><li id='field_14_3' class='gfield gf_left_half gfield_contains_required field_sublabel_below field_description_below hidden_label gfield_visibility_visible' ><label class='gfield_label gfield_label_before_complex' >Name<span class='gfield_required'>*</span></label><div class='ginput_complex ginput_container no_prefix has_first_name no_middle_name has_last_name no_suffix gf_name_has_2 ginput_container_name' id='input_14_3'> <span id='input_14_3_3_container' class='name_first' > <input type='text' name='input_3.3' id='input_14_3_3' value='' aria-label='First name' aria-required="true" aria-invalid="false" placeholder='First*'/> <label for='input_14_3_3' >First</label> </span> <span id='input_14_3_6_container' class='name_last' > <input type='text' name='input_3.6' id='input_14_3_6' value='' aria-label='Last name' aria-required="true" aria-invalid="false" placeholder='Last*'/> <label for='input_14_3_6' >Last</label> </span> </div></li><li id='field_14_2' class='gfield gf_right_half gfield_contains_required field_sublabel_below field_description_below hidden_label gfield_visibility_visible' ><label class='gfield_label' for='input_14_2' >Email<span class='gfield_required'>*</span></label><div class='ginput_container ginput_container_email'> <input name='input_2' id='input_14_2' type='text' value='' class='medium' placeholder='Email*' aria-required="true" aria-invalid="false" /> </div></li><li id='field_14_4' class='gfield gform_validation_container field_sublabel_below field_description_below gfield_visibility_visible' ><label class='gfield_label' for='input_14_4' >Comments</label><div class='ginput_container'><input name='input_4' id='input_14_4' type='text' value='' /></div><div class='gfield_description' id='gfield_description__4'>This field is for validation purposes and should be left unchanged.</div></li> </ul></div> <div class='gform_footer top_label'> <input type='submit' id='gform_submit_button_14' class='gform_button button' value='Submit' onclick='if(window["gf_submitting_14"]){return false;} window["gf_submitting_14"]=true; ' onkeypress='if( event.keyCode == 13 ){ if(window["gf_submitting_14"]){return false;} window["gf_submitting_14"]=true; jQuery("#gform_14").trigger("submit",[true]); }' /> <input type='hidden' class='gform_hidden' name='is_submit_14' value='1' /> <input type='hidden' class='gform_hidden' name='gform_submit' value='14' /> <input type='hidden' class='gform_hidden' name='gform_unique_id' value='' /> <input type='hidden' class='gform_hidden' name='state_14' value='WyJbXSIsIjcxMWZkODA5Yjg0NWEwNDg2MTYzYzcyNDgwYmVkZTA1Il0=' /> <input type='hidden' class='gform_hidden' name='gform_target_page_number_14' id='gform_target_page_number_14' value='0' /> <input type='hidden' class='gform_hidden' name='gform_source_page_number_14' id='gform_source_page_number_14' value='1' /> <input type='hidden' name='gform_field_values' value='' /> </div> </form> </div><script type='text/javascript'> jQuery(document).bind('gform_post_render', function(event, formId, currentPage){if(formId == 14) {if(typeof Placeholders != 'undefined'){ Placeholders.enable(); }} } );jQuery(document).bind('gform_post_conditional_logic', function(event, formId, fields, isInit){} );</script><script type='text/javascript'> jQuery(document).ready(function(){jQuery(document).trigger('gform_post_render', [14, 1]) } ); </script>