Thursday, May 14, 2009

Effective Branding, More Than Just Advertising

L. Brianna Lutz

Notable advertising executive, David Ogilvy, once said, "You now have to decide what 'image' you want for your brand. Image means personality. Products, like people, have personalities, and they can make or break them in the market place."
Here Ogilvy discusses a product's brand in relation to a person's reputation. As individuals we try to master our own brands. Creating an attitude and structure about our lives that tells others who we are and what we are all about. To ruin one's brand and thus reputation is a great faux pas in the design, advertising, public relations and marketing world. Therefore I understand when such companies, as those portrayed in Russ Baker's article "The Squeeze", want to control their image, their brand, as well as possible.
However, it is sad that this control can squeeze a magazine to edit its own editorials and art direction. Such a strong hold on media is unneccessary. It is very important for a company to have good control and ownership of its brand, but this should be done in a different way. I feel that the best way for any company to truly control their brand is by using not just advertising, but public relations, marketing and branding, in a cohesive package that promotes your companies image from all angles.
To reach all of one's target audiences with an effective and well prepared image campaign takes a lot of work and cannot only be achieved through aggressive advertising. The image I have attached here is a simple example as to the differences between these fields of expertise. I think it helps to show that only when companies master all four areas can they get their message and image across to the public.

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