National Brand

Barataria - The work of Erik Hare

Around the surprisingly excellent Superbowl we have the usual display of ads. It’s one of the features of the big event – and for some the main event. But what do these over-produced ads usually bring the advertisers who are spending $20M and more for a minute?

Most of them are here to “build the brand,” or improve the image of the company more than actually sell a product. Anyone who has been in marketing for any length of time will roll their eyes at the idea. It’s usually an excuse for the worst excesses of advertising, the small telenovelas which are really money pretty much down the drain. Targeted advertising, driven by “Big Data,” is what really sells products, after all.

Still, branding is an important exercise all around. People are willing to pay more for a product they feel good about – whether that is corporate responsibility, perception…

View original post 671 more words

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s