November 2004 - Posts

• Linking brand equity to stock equity

  Nov 08 2004

  In today's shareholder-driven world, where meeting or beating quarterly expectations is a constant consideration, what role can the somewhat nebulous brand play? As it turns out, while the brand may be hard to touch, its effect on stock equity can be seen, measured and influenced. Our white paper, "Linking Brand Equity to Stock Equity," gathers the evidence and opinions to show how an investment in the brand is a good thing for shareholders. no comments

• Breaking out of the category culture

  Nov 07 2004

  Why do most diet ads tend to look like other diet ads? For the same reason that skincare ads look like skincare ads and car ads look like car ads. They're slaves to the "Category Culture." It's a blinding belief that "Our category is different from all other categories, and things should look and feel a certain way." The Category Culture happens for several reasons: 1. Mis-use of Research All competitors within the category do similar research and interpret the results the same narrow way. Which is all they need to justify the same narrow creative solution. 2. Slave to History This is the way it's been done in this category, so it must be right. 3. Hero Worship The big guy in our category does his ads this way, and if it's good enough for him, it's good enough for us. So, what can you do to break out of the Category Culture? Start a Cultural Revolution! Rewrite the rules. If everybody is zigging - zag! If your advertising feels familiar and all-too-comfortable, choose to get uncomfortable. Because the worst thing you can do when everyone is doing the same thing...is the same thing. no comments