I’m often accused of being anti advertising which I’m not. I’m just anti the use of advertising to solve all branding problems. And I’m anti the use of advertising as the only tool to build a brand. Oh, and I’m anti the use of advertising to communicate one corporate defined position to as many people [...]
Archive for the ‘creativity’ Category
Advertising sells
Posted in advertising, creativity, tagged cool commercial, effective advertising, targetted advertising on 27/05/2012 | 4 Comments »
Print advertising done right
Posted in advertising, creativity, tagged advertising, BMW, child labour ad, global warming ads, good print ads, Marcus Osborne, special print ads on 29/09/2011 | Leave a Comment »
Because of the massive increase in advertising noise and clutter, it’s getting increasingly difficult for advertisers to capture the attention of consumers with traditional print ads. You’d expect therefore that Malaysian advertising agencies would increasingly push the creative envelope, to develop material that makes consumers stop, read, mark, learn and inwardly digest. Sadly, and for [...]
Creative campaign not the solution to smoking issues in Singapore
Posted in accountability, advertising, asia, brand plan, creative driven branding, creativity, Singapore, tagged advertising, branding, ogilvy, ogilvy singapore, singapore on 16/06/2010 | 3 Comments »
As with many issues, Singapore has a zero tolerance approach to smoking and in particular, teen smoking. Get caught selling cigarettes to minors and you face a fine of over US$6,000. Anyone under the age of 18 caught carrying cigarettes, carrying not smoking, and it is an automatic fine of US$30. Get caught again and [...]
Top tips for successful city branding
Posted in advertising, asia, branding, city branding, creative driven branding, creativity, tagged advertising, branding, brands, destination, Marcus Osborne on 08/06/2010 | Leave a Comment »
I know I’ve said this before and I am probably beginning to sound like a broken record but advertising agencies do advertising. And advertising is a tactical initiative driven, on the whole by creativity. Using advertising across one or more channels is a series of tactical initiatives known as a campaign. It is not a [...]
Louis Vuitton in a spot of bother over print ads
Posted in advertising, branding, brands, creativity, customers, luxury branding, Malaysia, retail branding, trust, tagged advertising, branding, brands, experience, fusionbrand, luxury, Malaysia, marketing, positioning on 26/05/2010 | 5 Comments »
The Advertising Standards Authority (ASA) in the UK has received complaints that print ads for Louis Vuitton created by Ogilvy and Mather suggest that the products were made by hand. Certainly looking at this ad that shows a woman creating the lines for the folds of a wallet and also this ad that appears to [...]
UK Olympics mascots launched
Posted in branding, creativity, logo, olympics, tagged branding, brands, positioning on 20/05/2010 | Leave a Comment »
The UK recently launched the official mascots for the 2012 Olympics and Paralympics. Named Wenlock and Mandeville, they will be on every bit of collateral related to the Olympics to be held in London in a couple of years time. This image is of Mandeville. As far as I can tell, Wenlock looks the same [...]
Branding states requires integrated strategic initiatives
Posted in advertising, branding, brands, creativity, measurement, tagged branding, brands, city branding, destination, destination branding, integrated, state branding on 17/05/2010 | Leave a Comment »
I believe that traditional brand communications driven by traditional processes such as creativity, placement, repetition, positioning are being dragged, kicking and screaming, to the branding graveyard. Brand communications, as a numbers game of releases distributed, ads run, awards won and so on, that focussed on outputs, not outcomes, are finished. But this doesn’t mean that [...]
Branding is more than a communications exercise
Posted in advertising, Airlines, creative driven branding, creativity, tagged advertising, Apple, branding, brands, Coke on 25/04/2010 | Leave a Comment »
The most common definition of a brand that I hear is: “A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific good (product), service, or business” This comes from the respected American Marketing Association. The problem is that this definition belongs to an era of limited [...]
