BRAND POWER

It amazes and amuses me how the business of Digital, Data and Direct Marketing has forgotten the power of brand.

Brand is everything

It amazes and amuses me how the business of Digital, Data and Direct Marketing has forgotten the power of brand. Instead, it’s become obsessed with the latest “bright new shiny object”, and has marketers chasing down tiny tunnels in search of marketing’s newest and greatest Holy Grail.

Sure, much has changes since my first job in 1986. At the same time much hasn’t changed too.

Like the fundamentals of branding — building a community of like-minded people around a common ideal, a common idea, and a common set of values and tenets. Here’s me making my point at an ADMA Conference.

I then got to express my view at the STW Data Day: The Role of Direct Marketing and Data in Positioning Your Brand. It was an in-house talk, so I didn’t exactly hold back when it came to making my point, or the way in which I made my point [so if passionate language offends you, please don’t listen].

I was subsequently asked by Google to make a similar talk to their clients — marketing people who think of the role of digital and online as predominantly tactical, with little or no larger strategic vision or intent.

Brand defined

Given the debate around branding versus other forms of marketing and communication, I want to share this definition of branding that I love. It’s an oldie, but a goodie.

You’re at a party and you see someone you really like. You approach her (or him ) and say “I’m really good in bed”. That’s Direct Marketing.

You’re at a party with a group of mates and you see someone you really like. One of your mates approaches her and says, “You see that guy over there: he’s really good in bed”. That’s Advertising.

You’re at a party and you see someone you really like. You ask for her phone number. The following day you call her and say, “I’m really good in bed”. That’s Telemarketing.

You’re at a party and you see someone you really like. You recognise her, you approach her and refresh her memory by saying, “Do you remember how good I am in bed?” That’s Customer Relationship Management.

You’re at a party and you see someone you really like. You get up, fix your tie, pour her a drink, open the door for her, pick up her bag when it falls and say to her, “By the way, I’m really good in bed”. That’s PR.

You’re at a party and you see someone you really like. She approaches you and says, “I hear you’re really good in bed”. That’s BRANDING.

Perhaps you’d like to make a comment or an observation of your own …

Richard Sauerman
Richard Sauerman
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