1/10/09

i love the smell of product messages in the morning

as marketing efforts continue to move away from traditional forms, it's difficult to assess just how branded the communication should be. a TV spot or print ad always ends with a clear sponsor message - a logo, a URL, maybe a tagline if the mood's right. but what happens when the marketing communication takes the form of a cause? or a song? or a semi-related product? or an experience?

there's a likability to brands that make sure the audience is rewarded before delivering the freight of the brand message.

but the blatant sell can also be charming. to wit: the heinz alarm clock. 20+ years after owning one, i still remember the heinz clock, that creepy voice, and the daily reminder that heinz is the thick, rich one.

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