Web comment

Mark Ritson’s piece on going back to brand basics sparked a debate on the website. Here are some of your comments:

Beyond the basics

  • Advertising has a purpose and has to work to support the brand. But are we saying that our audience hasn’t moved beyond the basics to be able to connect concepts and brands without shouting the obvious from the proverbial rooftop?

Hannah Burnell

  • It would be sad if these companies were to lose the quality of advertising that, while perhaps not directed properly in terms of the brand, did engage people (the Cadbury gorilla and the eyebrows ad have racked up around 15 million YouTube hits). These ads created talking points in which the brand did feature, and are some of the most creative and inspiring around.

Anonymous

  • We often remember cool and funny ads but forget the brand that is being advertised. As Tom Fishburne’s cartoon remarks: “This campaign won’t do diddly squat for our client, but it might win us an advertising award” (MWlinks.co.uk/FadMen). It’s time to focus on the joy of eating chocolate and friendship bridges built over lakes of beer.

Alexei Domorev

  • While the new Stella Artois work is eye-catching, simple and great in tone, the fact is that a ‘return to heritage’ should be more than simply the location and year of birth. These are meaningless without more context. Most notable beer brands have some form of history to bank on. It feels like the easy way out and doesn’t do enough for me to find an emotional connection with the brand.
  • Cadbury is an interesting one. One could easily argue that Gorilla and Eyebrows captured the essence of that moment of joy you feel as the chocolate melts in your mouth. The new platform does stand out and is probably quite ownable – but is it as engaging or too literal with its link to the chocolate factory?

Emad Nadim

Recommended

Marketing budgets need different tack

Marketing Week

Russell Parsons highlights some interesting findings on the latest marketing budgets and it won’t all be music to marketers’ ears but does suggest opportunity for greater creative invention with the promise of more marketing budget overall. This will encourage a move away from using the same old traditional routes. More brands should commit to increasing […]

In BlackBerry users trust…

Marketing Week

One factor that may prove to be the BlackBerry’s saving grace (www.mwlinks.co.uk/BB10) is the fact that most of its 75 million subscribers trust their device. Unlock worldwide via email The new BB10 looks like any other Blackberry. I’m not surprised that the company has to spend a lot of money marketing this product – it’s […]

Claims of customer service greatness fail to ring true

Marketing Week

Of real interest in your article about customer service (MW 23 February) were the comments from Sir Richard Branson and Phil Stewart from Virgin Media. This time last year, I experienced the worst customer experience debacle of my life, following Virgin Media’s failure to install its service when promised. Multiple calls to multiple representatives on […]

Comments

    Leave a comment