Advertising and brand planning: to be all things to be almost everything ... when needed The role of advertising in brand building process seems to be called into question, especially at the onset of phenomena (brand phenomena) are not a direct result of intense pressure from formulas of "paid media." Actually, this loss
prominence given publicity, especially compared to brands that appear on the Internet or who belong to the category of retail formulas.
I actually think that there is no single brand that operates in the business models fast-moving-consumer-goods, are distributed through retail distribution channels and belong to what is given to call packaged goods, has not been built from the advertising.
Under this view the right thing would be that new brands are not built from advertising alone.
When it is not because they are built in a new space of interaction is part of our lives thanks to their capillarity and ubiquity, not just physical.
But what would be wrong is not actually observe the process of brand building is no longer exclusively dominated by the mass media and broadcasted it to be much more plural, diverse, unpredictable and sometimes chaotic.
What is certain is that "media" is still faster and "cleaner", especially for brands that can not benefit from a radical innovation or not a given processor.
In such cases we need the intrusiveness and pressure on advertising to make the voices impostada brand through advertising.
Does this mean that advertising is dying?
is very sexy for the media and the manufacturers of best sellers radicalize the options through a hyperbolic discourse.
false advertising is dead, in fact it is false that advertising die, what dies is a particular communication model and a consumption dies simplified and simplistic media.
What I suspect is that the truth is far less sexy and easy to tell: the reality is that the scenario is plural and that no major marks or innovation components identified areas of change for the social care and individual is very high, advertising will still need a "chute" notoriety "contrived" and intrusive.
A reputation you do with a place in the minds of potential consumers through advertising that must be returned in the form of entertainment or as "relevance & Engagement ", permission to enter my life boldly.
I still believe in advertising. I believe in your ability to get in my life sometimes rhetorical tricks and siren.
I believe in advertising as a quick fix and impertinent.
But I do not believe is that advertising is my only god and the source of all my fortunes.
I think in the end, that advertising is a powerful tool but not unlimited.
In this light we must admit that when designing brands - not as a visual expression, but as ideas and proposals - every time we rest less on the ubiquity and dominance of the brand, consolidated with a crushing advertising in the media.
Brands are ideas that have their moment of opportunity. Is true that this opportunity can give it "deep pockets" but as the pockets or are empty or have become wary, we can not assume that your jingle to convey success.
appropriate order for these ideas reach the people, must be connected with spontaneous or forced insights human should raise social interest (generate conversations), to promote exchanges and produce some form of passion or involvement.
