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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 5

Consumed => “What Sticks – Chapter 5 (Can the Marriage between Advertising and Marketing Be Saved?)″ by Rex Briggs and Greg Stuart.

Ok, things here seem to be switching gears a bit here. I’ll do the usual highlights but I’ll throw in some value add (and sometimes purposely contrarian) commentary as well.

=> The highlights:

— We’ve found that you don’t have to rewrite the DNA of marketing/agency structure and try to fix each and every one of the challenges we outlined in previous chapters. Instead, you can reframe the way you think about your marketing and advertising that will permit marketers to work around these problems with a new and fresh approach. (Value add: Spoken like a true marketer.)

— Truth be told, marketing is hard.

— Given all the options, most marketing plans that see the right of day end up in the mediocre middle.

— Advertising is important because, done right, it has too much short-term and long-term potential to impact the business. (Value add:  *IF* it’s done well. And that’s a pretty big if.)

— Intangible assets are now around 80 percent of the total stock price of a company. Brand value is often the biggest component of that intangible stock value.  (Value add: It should be perceived value, not just value. This value is only as real as the perception of those who have it. It’s not a truck or a desk chair. And now that brands can rise literally out of nowhere (e.g., YouTube, Facebook, etc.) is not putting too much faith in this perceived value risky?)

Advertising clearly contributes to the overall development and differentiation of a brand, and, if done right, it should accelerate the value. (Value add: It should be noted that the “…clearly contributes…” is not supported with any facts. It’s not discussed what the other options might be. What if those were done right? How would advertising fare against that? It seems that advertising has been given the crown by default. Where’s the control group, so to speak?)

— Focusing overly on promotional strategies at the expense of advertising and brand-equity-building strategies undermines brand loyalty. (Value add: And what if this is true, so what? If it’s a more profitable model then isn’t that the goal?  Again, advertising gets the nod but it’s not clear why, other than because the authors have said so.)

— Ford F-150: It was a great product and great adverting that allowed Ford to sell more…Increased profits for Ford thanks to their great advertising. (Value add: But wait, what happens to the great product? Or the established reputation of Ford (which might be highlighted by advertising but advertising in and of itself is a mirror, it’s not the brand itself)? Yes, advertising might have helped the F-150 but great advertising is a function of  great brands, great products and great services. Not the other way around. At least not in the 21st Century.)

— This, of course, assumes that marketers create advertising that works.

PR  should be leveraged more.

— Our research shows that advertising is powerful and cost efficient enough when done right that it’s well worth fixing. (Value add: Again, “when done right.” Given the quality of most of the print and TV ad I see, that’s a pretty big if, eh? It’s getting to the point that it seems as if the authors are making a subjective case for their own jobs, and not an objective case for advertising.)

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