Comments on: The evolution of marketing stems from the brand http://blog.thelettertwo.com/2008/06/10/the-evolution-of-marketing-stems-from-the-brand/ A Digital Evangelist's view of Marketing, Technology, Events and the Web. Sun, 14 Mar 2010 07:38:51 -0400 http://wordpress.org/?v=2.8.5 hourly 1 By: andrewmccluskey http://blog.thelettertwo.com/2008/06/10/the-evolution-of-marketing-stems-from-the-brand/comment-page-1/#comment-2895 andrewmccluskey Wed, 11 Jun 2008 16:32:43 +0000 http://blog.thelettertwo.com/?p=307#comment-2895 This is all about how thorough the brand values development process is - if you can distill the brand down to its core constructs: movement (Nike) - a specific color (UPS) - the globe (AT&T) American Singer (Kelli) - then it becomes a matter of establishing how best to represent that construct across specific media. <br><br>I believe that marketers who attempt to shape the brand to the media will ultimately lose credibility - it is the brand, and its core values that should drive the message not the media - otherwise - what makes your brand from anyone else? <br><br>There are plenty media specific Creatives who can take a construct / concept and apply it to their chosen field - that's their job. If we as brand managers can't give them clear enough direction - or a solid enough brand to start with - then we're not doing our job. This is all about how thorough the brand values development process is – if you can distill the brand down to its core constructs: movement (Nike) – a specific color (UPS) – the globe (AT&T) American Singer (Kelli) – then it becomes a matter of establishing how best to represent that construct across specific media.

I believe that marketers who attempt to shape the brand to the media will ultimately lose credibility – it is the brand, and its core values that should drive the message not the media – otherwise – what makes your brand from anyone else?

There are plenty media specific Creatives who can take a construct / concept and apply it to their chosen field – that's their job. If we as brand managers can't give them clear enough direction – or a solid enough brand to start with – then we're not doing our job.

]]> By: kyeung808 http://blog.thelettertwo.com/2008/06/10/the-evolution-of-marketing-stems-from-the-brand/comment-page-1/#comment-2894 kyeung808 Wed, 11 Jun 2008 13:55:27 +0000 http://blog.thelettertwo.com/?p=307#comment-2894 @andrewmccluskey - I completely agree. Having different messages for different media would confuse people, but that goes back to my original thought...do you need to think about the way the brand message comes across based on media when you're first thinking about creating the message or do you say "figure out the message first and we'll work around whatever media we're using"?<br><br>I think perhaps the most plausible answer (in hindsight) would be to examine the brand's usage across all media first. But then again, 9 times outta 10, it'll be "on the fly" and companies will probably make the brand and adjust it to fit in the scope of whatever media they're using. @andrewmccluskey – I completely agree. Having different messages for different media would confuse people, but that goes back to my original thought…do you need to think about the way the brand message comes across based on media when you're first thinking about creating the message or do you say “figure out the message first and we'll work around whatever media we're using”?

I think perhaps the most plausible answer (in hindsight) would be to examine the brand's usage across all media first. But then again, 9 times outta 10, it'll be “on the fly” and companies will probably make the brand and adjust it to fit in the scope of whatever media they're using.

]]> By: andrewmccluskey http://blog.thelettertwo.com/2008/06/10/the-evolution-of-marketing-stems-from-the-brand/comment-page-1/#comment-2893 andrewmccluskey Wed, 11 Jun 2008 08:01:48 +0000 http://blog.thelettertwo.com/?p=307#comment-2893 I don't think the market distinguishes between media types when it comes to brand recognition - I would reckon that to put out different messages across different media would only serve to dilute the brand. I don't think the market distinguishes between media types when it comes to brand recognition – I would reckon that to put out different messages across different media would only serve to dilute the brand.

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